Problem
Carter Toohers played D1 lacrosse. After college, she wanted to coach — specifically girls and young women who wanted to put in the work but didn't have access to serious training. The sport's coaching infrastructure skews toward expensive camps and club pipelines. Carter wanted something different: low barrier to entry, high expectations once you're in.
She started Experiment out of Richmond, VA with an Instagram page and a Google Form. It worked. Then it outgrew itself.
Solution
We started with brand identity — name, mark, color system, merch — and built outward from there. The brand needed to feel athletic and direct without borrowing the overwrought visual language of every other training brand. No gradients, no swooshes, no "elite performance academy." A triangular mark. Navy, red, cream. Clean.
Then the website. Then the admin portal. Stripe integration for session booking and payments. The kind of stack that lets one person run a business without drowning in spreadsheets.
Midway through, a trademark conflict forced an emergency rebrand. New name, new identity, tight timeline. We kept the bones and rebuilt the surface. It's better for it.
Impact
Experiment went from DMs and Google Forms to a full product — bookings, payments, client management, merchandise. Carter runs a sustainable coaching business. The admin dashboard she uses daily was built around how she actually works, not how software usually assumes you do.
The rebrand, which could have been a setback, became an inflection point. Cleaner name, tighter identity, more room to grow.
