My friends from Prague Curling Club asked me to help them to define their identity. They wanted to show their strength and assiduity. We picked a lion as perfect animal fitting their conceptions (lion is also Prague and Czech heraldic animal).
They have a plan to be more than a club for a curling, they also want to unite all Prague's ice sports. So new identity should works in future plans too. That's why identity is more about ice in general then just about a curling.