2026 Atlas
Product Art Director & Graphic Designer
Challenge: Design the visual identity for Louisville Slugger's flagship premium alloy bat, capturing the brand's championship legacy while achieving clear differentiation in a crowded retail environment.
Solution: Developed a sophisticated visual system balancing technical precision with explosive performance energy. Dynamic colors combined with a distinctive hero element delivers a technical visualization of the bat's AI-optimized engineering while creating an own-able brand asset that sets Atlas apart on the field and in the store.
Launch Date: July 2025
Creative Strategy, Art Direction, Concept, Graphic Design, Branding, Typography, Color Theory, 3D Render, Production Tech Packs, Marketing
Strategic Optimization
Objective Requirements
Position Atlas as the flagship balanced performance model featuring AI-optimized engineering
Appeal to all-around players seeking explosive swing performance
Communicate core benefits: massive sweet spot and balanced swing weight
Create retail presence that commands attention against competitors
Reinforce Louisville Slugger's premium brand positioning
Market Positioning
Target Market: Balanced swing players seeking explosive performance backed by championship credentials
Player Archetype: Versatile athletes prioritizing balanced mechanics and explosive contact, looking for a proven winner that delivers across all hitting situations
Market Position: Flagship model with championship pedigree, featuring sweet spot maximization, balanced swing weight, and new AI-optimized engineering
Sweet Spot Solution
The Atlas visual identity integrates into Louisville Slugger's brand architecture while establishing its own flagship presence through engineering visualization and championship-caliber aesthetics.
Brand Hierarchy
Louisville Slugger branding prominence
"Atlas" model wordmark with premium visual weight
"AI-Optimized Balanced Performance" as primary benefit messaging
Construction and technology logo callouts
Size/weight badge identification system
Visual Language
Hero Element: Triangle checkered pattern radiating from the optimal sweet spot, visualizing AI-optimized sweet spot expansion and balanced weight distribution
Typography: Bold, confident letterforms with technical precision edges reflecting engineered performance and championship pedigree
Graphics: Delta fire patterns communicating explosive performance capabilities and the light, fast responsiveness balanced swing players demand
Performance Story: Design elements reinforce Atlas as a proven top performer with championship credentials
Key Visual Message: "Massive Sweet Spot. Balanced Swing Weight. Proven Winner."
