Project: Brand + Marketing Campaign
Role:  Graphic Designer
Services provided:  Creative direction, art direction + design

The Columbus Blue Jackets are a professional ice hockey team based in Columbus, Ohio. They compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference. The Blue Jackets began play as an expansion team in 2000.
With the team entering a new phase of the franchise that saw them as a playoff team, my proposal was that the team adopt a "nameless" brand and marketing campaign through the language that fans speak. The goal was to bridge the gap between marketing slogan and being a fan by utilizing language that would make fans feel more involved and more likely to participate in both going to games and sharing those experiences with others. Sports teams change marketing slogans so often that fans could hear a new message each season and I wanted to redefine the brand identity for the Blue Jackets with a strong message uniting the team fan base for years to come.