Fran Crimi, one of the world's most renowned billiards player and a certified "BCA Master Instructor", approached Polemic to develop the identity for her new business.

Considering her elite status and steep prices (well over $100 per lesson), it seemed obvious that only diehard pool players would be interested. To separate the wheat from the chaff, Fran's business card had her phone number written only in pool balls. Don't know the game well enough? Then you can't call her. Come back when you're ready.

A simple pool triangle and a patriotic palette rounded out her identity for the American Billiard School.