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.
editorial by Open Road
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.




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.
Collaborating with the excellent team at Amazon, we evolved the show package
for the marketing campaign. Our approach was to simplify the communication.



Full Trailer by Open Road
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.


