LLS are a Merseyside based sports organisation that have two distinct areas to their business. One area provides sports coaching to 4 -16 year olds. The other arm of the business provides coaching qualifications to the 16+ age group, this pathway leads to higher education or professional coaching.

LLS must be represented as a multi sport provider. A lot of their focus is around football but they must avoid being portrayed as a football specialist. The previous logo marque was complex and used a lot of effects and colours. The logo and identity must reproduce in a bold and effective manner across clothing, digital and large scale printed applications. The identity as a whole must appeal to the youth market at which it is aimed but also must reassure parents as they are key to the post-16 market the company specialises in.