MY ROLE: Design Director
PROJECT SCOPE: Brand Name, Identity, Brand Visual Guidelines (logo, colors, patterns, secondary marks, wordmark, custom alphabet, uniform design, merchandise extensions)
TIMELINE: 4 months from initial meeting to delivery of approved brand portfolio
PROJECT OVERVIEW: In June of 2016 the ownership group led by Bill Foley was awarded a new National Hockey League franchise to be located in Las Vegas, NV. The group immediately needed a brand narrative and visual identity for this franchise in order to ramp up marketing efforts, uniform development, and merchandising activities to be ready for the 2017 season. The new team brand needed to be one befitting a modern hockey franchise located in arguably the most non-traditional hockey market in North America. A critical factor was this hockey brand needed to first and foremost resonate with the local Las Vegas community who would ensure the long-term sustainable success of the franchise through long term purchases of season tickets. It also needed to represent the globally familiar essence of Las Vegas’s in order to capitalize on the marketable opportunity of merchandise to the millions of tourists who visit this destination annually. Lastly, per direction of the NHL, the brand needed to avoid any perceived negative stereotypes often associated with the tourist activities of Las Vegas.
MASTERBRAND IDENTITY PORTFOLIO
ADDITIONAL BROADCAST PRESS
FINAL HOME AND AWAY UNIFORM DESIGN