FACEOFF: Inside the NHL

 

The show offers ice hockey fans an unprecedented, unfiltered glimpse

into the lives of the NHL's greatest players as they pursue the hardest

trophy to win in sports: the Stanley Cup.

 

We were challenged by the talented storytellers at Box to Box

to create a show package that had to:

"feel like hockey but with a human touch."

 

Before diving into design, we helped announce the show to the press.

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editorial by Open Road

THE LOGO
We explored different approaches to the logo. First, it should feel aggressive and fast, constantly in motion, embodying the nature of the game. Conversely, it should feel like a sports documentary, simple, sophisticated, and high-end. Ultimately, these athletes are modern-day gladiators, so how do we say that in a logo?
INFORMATION DESIGN

 

The logo provided a strong foundation and heavily influenced the overall information design.

Its italic shape conveys the sense of motion we were looking for,

while the transparent outline detail adds a touch of documentary sophistication.

THE OPEN

 

As the show airs before live game broadcasts, our clients wanted an open that signaled

a departure from the highly polished CG-style of NHL coverage, while honoring

 the raw, all-access documentary style. 

THE MARKETING

 

Collaborating with the excellent team at Amazon, we evolved the show package

for the market campaign. Our approach was to simplify the communication.

 

Full Trailer by Open Road

THE KEY ART

 

The key art exploration allowed us to truly express the human experience

of NHL hockey players and the behind-the-scenes storytelling of the show.

Ice hockey but with a human touch.