Every year, a myriad of prominent global companies such as Nike, RBC, Molson, McDonald’s, and TSN elect to co-brand various marketing materials as part of their dynamic corporate partnership agreements with Hockey Canada. These high-profile branding initiatives are produced in addition to the countless internal/external communications materials (print/electronic) Hockey Canada churns out on an annual basis. In order to distinguish Hockey Canada’s independent communication materials from materials which are co-branded throughout the year, an easily-recognizable visual identity has been deemed of paramount importance.

Working closely with Hockey Canada's world-renowned Communications Department, I created a series of subtly-vibrant visual elements which have accomplished the goal of making our company brand both aesthetically-pleasing and instantly-recognizable. Design elements I incorporated during my undertaking of this important endeavour included a easily-identifiable red swoosh festooned with thin white 'skate marks' in addition to a vibrant DIN typeface and a vivacious crowd tinted in the shade of red which our hockey-obsessed nation is closely associated with.

As one would expect, this particular branding initiative required several components, all of which I developed with the utmost of care. In addition to the basic word processing graphics used by Hockey Canada as part of this project, I incorporated my specific design vision into our company slide show template, advertising (indoor/outdoor) campaigns, website appearance, and various video presentations. As seen below, the Hockey Canada marketing brand I’ve developed has been applied to hundreds of electronic and print pieces, including signage, publications, DVDs, etc.

A long-standing working relationship between Hockey Canada and world-class photographer, Matthew Manor, led to the formation of HockeyCanadaImages.ca – an online destination for hockey fans to purchase a wide variety of action photos and various other player/team shots. Drawing upon my experience developing Hockey Canada's visual identity, I was able to create several exciting, distinctive branding variables as part of this new project. Some of the new elements I utilized over the course of this venture included a grey version of the red swoosh I’d developed for Hockey Canada, a darker version of the aforementioned ‘cheering fan’ graphic, and a subtle variation upon the DIN typeface which had proven extremely popular in previous usages. Some of the successful promotional pieces I’ve created for HockeyCanadaImages.ca include print/web ads, business cards, and various banners which have exceeded in conveying the brand identity of this new ancillary revenue source for Canada’s largest National Sport Organization.