The objective for this project was to identify a sports related brand in need of a redesign, and provide an extensive range of brand applications. I chose the Sixtieth NHL All Star Game in Columbus, Ohio. This redesign focuses on the history of the NHL and borrows inspiration from classic hockey of the 1940’s.
The NHL All-Star Game is an exhibition ice hockey game that has been played every year since the 1947–48 NHL season. It is traditionally held at the midway point of the regular season, with many of the league’s star players playing against each other. The teams are made up by a player draft determined by the players themselves, and captains selected by both fan balloting and the NHL Hockey Operations Department.