Brand Tone

Aspirational & Competitive, Developmental & Encouraging, Community-Oriented & Passionate, Resilient & Hard-Working

Brand Values

• •Excellence & High Performance
• •Development
• •Hard Work & Perseverance
• •Competition (as a life skill)
• •Teamwork & Culture
• •Fun & Heart
• •Integrity & Respect

Best Practices

• •Emphasize Growth & Effort Over Just Wins: While celebrating victories is important, always tie it back to the hard work, development, and lessons learned, reinforcing the winning isn't everything philosophy.
• •Use Aspirational and Action-Oriented Language: Words like excel, lead, strive, embrace, develop, and perform align with their competitive and developmental spirit.
• •Highlight Community and Support: Frequently mention dedicated families, first-class team culture, supportive coaches, and the ACES family to reinforce the community aspect.
• •Maintain a Passionate and Energetic Voice: Let the love for the game shine through. Use enthusiastic language that reflects the fun, fierce, and full of heart motto.
• •Be Authentic and Transparent: As a newer club, sharing their journey, the why behind their coaching philosophy, and the real experiences of their players and families will build trust and resonate with their target audience.

Social Perception

Positive & Supportive, Focused on Development over Winning at all costs, Ambitious & Growing, Modern & Tech-Savvy

Copy Examples

• •Headline: Not Just Players, We Build ACES. Body: At ACES Lacrosse Club, we're more than a team. We're a community dedicated to forging elite athletes and exceptional individuals. Join us and discover how hard work, heart, and top-tier coaching turn potential into power. #BeAnACE
• •Headline: The Scoreboard is Secondary. Effort is Everything. Body: We love to win, but we live to grow. Our philosophy? Every drill, every game is a chance to build resilience, determination, and skills that last a lifetime. Learn, compete, and excel with ACES.
• •Headline: Fuel Your Fire. Find Your Edge. Body: ACES Lacrosse Club: Where passion meets performance. Our experienced coaches and supportive culture provide the perfect ground for young athletes to thrive, compete at the highest levels, and truly love the game.
• •Headline: From First Pass to Future Leader. Body: It starts with a spark. At ACES, we nurture that spark from the early developmental stages through competitive play, instilling values of teamwork, perseverance, and excellence every step of the way. Grow with us. Play with heart.
• •Headline: More Than a Club. We're Stacking the Deck for Your Success. Body: Like the highest-value card, ACES Lacrosse aims to lead. With a focus on relentless hard work, cutting-edge training (including VEO3 tech!), and a culture of excellence, we're developing players ready for any challenge – on and off the field.