Role: Jr. Art Director
Services provided: Art direction + design
Services provided: Art direction + design
The New Jersey Devils are a professional ice hockey team based in Newark, New Jersey. The Devils compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As New Jersey's only professional sports team (that uses the state name "New Jersey" in their name), the goal was to create a mark that utilized the state of New Jersey to represent the entire community of fans spread throughout the state. The One Jersey campaign was also designed to incorporate the launch of the Devils' new on-ice jerseys that we designed to feature bolder stripes and a more modern design for New Jersey's only pro sports team.
Additionally, I led a team of designers in establishing brand guidelines and oversaw the proper implementation of brand and marketing campaigns across digital media, print collateral, live broadcast, advertisements, and large-scale arena graphics. The result of our collaboration was a sales-driving, brand-extending and cross-channel campaign across media that included television, radio, print, outdoor, rich media, and other online executions.
