NHL All-Star Game - Promotional Branding

  • Category: Promotional Branding, Vehicle Branding
  • Clients: Dodge, National Hockey League, Evernham Motorsports, Action Performance

Backstory

Being a hockey fan, when this project was presented to me, I jumped at the opportunity. I knew going into it that I’d have a lot of people who would need to sign off on the design, and they all had different ideas of what they needed to see. Thankfully, the NHL provided me access to a well-constructed style guide, along with vector files of the branding elements. Knowing that Dodge would want their signature red on the car as much as possible, I was able to give them the hood and front end (which is one of the areas regularly seen on TV during race coverage), and still give a fair percentage to the ASG logo. On the sides of the car, I was able to pull the stars from the logo and use them to accent the silver sides of the car. After a few rounds of revisions, all parties involved were able to sign off on the design, and allow for production of the graphics for the actual car as well as die-cast replicas. The car ultimately ran at Daytona the night before the All-Star Game was scheduled to take place in Minneapolis.

To increase the visibility of the brand and its racing exposure, I proposed the concept of creating a similar layout that could be presented on a Zamboni. This design was ultimately produced as a die-cast replica, along with being wrapped on one of the Zambonis used to resurface the ice during the game. It was also used as the focal point in a bumper segment on the TV broadcast of the All-Star Game on ABC.