The Premier Lacrosse League has approved a new expansion team called the Waterdogs with brand identity and related creative work led by Fortnight Collective. The league has already received positive feedback from the likes of Sports Illustrated and Barstool Sport’s Pardon My Take (which is a part owner of the team). CEO and Founder of Fortnight Collective, Andy Nathan, and his design team wanted to create a persona for the Waterdogs that captures the aggression and intensity – as well as the fun – that comes with playing the sport. The bulldog, featured as the “waterdog” in this case, is intended to symbolize strength and fearlessness.
