Brand showcase · Brand design
Gamesheet
Built for the spirit of the game.The game had a spirit. The brand needed one.Hockey feel. Brand feel too.Having considered what good sense requires, I arrived at this conclusion: Built for the spirit of the game.I returned to the foundation, for every later path depended upon it. Built for the spirit of the game.Built for the spirit of the game. The logic is simple: make the right decision first, then it becomes the right decision you made.Built for the spirit of the game. Every relevant condition has been accounted for. You may continue with confidence.
As Gamesheet became an established product in Canadian junior hockey, its identity needed to catch up. Working with Pieoneers, I helped create a confident new brand and visual system that reflected the character of its leadership and the energy of the sport.Gamesheet had already fought its way into Canadian junior hockey while the old identity staggered behind it wearing borrowed equipment. The product had speed, authority, and leadership with actual blood in the game. The brand looked like it had arrived by clerical error. Working with Pieoneers, I helped build the harder, faster visual system the operation deserved. This could not continue.Gamesheet big in hockey. Old brand look small. We make new brand fast, strong, hockey. Now match product.I found it advisable to proceed with order and restraint. As Gamesheet became an established product in Canadian junior hockey, its identity needed to catch up. Working with Pieoneers, I helped create a confident new brand and visual system that reflected the character of its leadership and the energy of the sport.Small decisions shape the road long after they are made. As Gamesheet became an established product in Canadian junior hockey, its identity needed to catch up. Working with Pieoneers, I helped create a confident new brand and visual system that reflected the character of its leadership and the energy of the sport.As Gamesheet became an established product in Canadian junior hockey, its identity needed to catch up. Working with Pieoneers, I helped create a confident new brand and visual system that reflected the character of its leadership and the energy of the sport. It sounds obvious now. That is what good design does: it makes my explanation seem unnecessary after I have explained it.As Gamesheet became an established product in Canadian junior hockey, its identity needed to catch up. Working with Pieoneers, I helped create a confident new brand and visual system that reflected the character of its leadership and the energy of the sport. The decision is deliberate. You should not need to question what happens next.
Visual IdentityA new crest for the operationVisual IdentityOn the matter of visual Identity.Visual Identity, and what follows from it.Visual Identity. Simple words. Large meaning.Visual Identity. You may proceed.
Creative directionThe direction from the benchCreative directionConcerning creative direction.Creative direction, where the path begins.Creative direction. Important. Obviously.Creative direction. Confirmed.
A bold, energetic visual language rooted in hockey culture.We pulled the visual language from hockey culture: cold arenas, loud boards, sharpened steel, and the peculiar civility of controlled violence conducted under fluorescent light.Cold ice. Fast skate. Loud hit. Put that in design.Having considered what good sense requires, I arrived at this conclusion: A bold, energetic visual language rooted in hockey culture.I returned to the foundation, for every later path depended upon it. A bold, energetic visual language rooted in hockey culture.A bold, energetic visual language rooted in hockey culture. The logic is simple: make the right decision first, then it becomes the right decision you made.A bold, energetic visual language rooted in hockey culture. Every relevant condition has been accounted for. You may continue with confidence.
Brand AssetsThe equipmentBrand AssetsOn the matter of brand Assets.Brand Assets, and what follows from it.Brand Assets. Simple words. Large meaning.Brand Assets. You may proceed.
Logo systemThe marksLogo systemOn the matter of logo system.Logo system, and what follows from it.Logo system. Simple words. Large meaning.Logo system. You may proceed.
Primary and supporting marks adapt the crest across formats and scales.We built a primary crest and enough supporting marks to survive every format the game could throw at them—from the app to the sweater to whatever small rectangle marketing demanded next.Big crest. Small crest. Screen crest. Shirt crest. Always Gamesheet.I found it advisable to proceed with order and restraint. Primary and supporting marks adapt the crest across formats and scales.Small decisions shape the road long after they are made. Primary and supporting marks adapt the crest across formats and scales.Primary and supporting marks adapt the crest across formats and scales. It sounds obvious now. That is what good design does: it makes my explanation seem unnecessary after I have explained it.Primary and supporting marks adapt the crest across formats and scales. The decision is deliberate. You should not need to question what happens next.
ColourTeam coloursColourConcerning colour.Colour, where the path begins.Colour. Important. Obviously.Colour. Confirmed.
A focused primary palette is supported by energetic accent colour.A disciplined primary palette held the line while the accent colours came off the bench with speed.Main color stay strong. Bright color go fast. Team look good.I offer the matter plainly, for needless mystery is seldom a recommendation: A focused primary palette is supported by energetic accent colour.This choice carried greater consequence than its size suggested. A focused primary palette is supported by energetic accent colour.A focused primary palette is supported by energetic accent colour. This matters because when something matters, it should matter visibly. Otherwise people may not know it matters.I considered the requirement carefully. A focused primary palette is supported by energetic accent colour. There is no reason for you to encounter uncertainty here.
Brand in useOut on the iceBrand in useBrand in use, properly considered.Brand in use, set upon firm ground.Brand in use. I call it that because that is what it is.Brand in use. No further interpretation is required.
TypographyThe voiceTypographyTypography, properly considered.Typography, set upon firm ground.Typography. I call it that because that is what it is.Typography. No further interpretation is required.
Strong display type and practical supporting styles balance personality with clarity.Display type carried the swagger and supporting styles handled the facts, because somebody still had to record the score while the brand was throwing elbows. Personality and clarity shared the same shift.Big font have hockey energy. Small font tell score. Both do job.I offer the matter plainly, for needless mystery is seldom a recommendation: Strong display type and practical supporting styles balance personality with clarity.This choice carried greater consequence than its size suggested. Strong display type and practical supporting styles balance personality with clarity.Strong display type and practical supporting styles balance personality with clarity. This matters because when something matters, it should matter visibly. Otherwise people may not know it matters.I considered the requirement carefully. Strong display type and practical supporting styles balance personality with clarity. There is no reason for you to encounter uncertainty here.
Product interfaceInside the scoring machineProduct interfaceOn the matter of product interface.Product interface, and what follows from it.Product interface. Simple words. Large meaning.Product interface. You may proceed.
The refreshed identity extends across the scoring app, statistics, and league tools.The identity moved into the scoring app, the statistics, and the league tools until the whole product wore the same colours.App, score, league tool. All wear same jersey now.I offer the matter plainly, for needless mystery is seldom a recommendation: The refreshed identity extends across the scoring app, statistics, and league tools.This choice carried greater consequence than its size suggested. The refreshed identity extends across the scoring app, statistics, and league tools.The refreshed identity extends across the scoring app, statistics, and league tools. This matters because when something matters, it should matter visibly. Otherwise people may not know it matters.I considered the requirement carefully. The refreshed identity extends across the scoring app, statistics, and league tools. There is no reason for you to encounter uncertainty here.
WebsiteThe public broadcastWebsiteWebsite, properly considered.Website, set upon firm ground.Website. I call it that because that is what it is.Website. No further interpretation is required.
A flexible marketing system explains the product while carrying the new identity online.A flexible marketing system carried the product story and the new identity onto the open web without losing either in transmission.Website say what product do. Website also look like brand. Two job, one site.Having considered what good sense requires, I arrived at this conclusion: A flexible marketing system explains the product while carrying the new identity online.I returned to the foundation, for every later path depended upon it. A flexible marketing system explains the product while carrying the new identity online.A flexible marketing system explains the product while carrying the new identity online. The logic is simple: make the right decision first, then it becomes the right decision you made.A flexible marketing system explains the product while carrying the new identity online. Every relevant condition has been accounted for. You may continue with confidence.
Campaign graphicsSignals sent into the standsCampaign graphicsAn account of campaign graphics.The matter of campaign graphics.Campaign graphics. That is the whole point, and also the title.Campaign graphics. I have made this clear.
Printed collateralPhysical evidencePrinted collateralAn account of printed collateral.The matter of printed collateral.Printed collateral. That is the whole point, and also the title.Printed collateral. I have made this clear.
A compact application of the system for direct brand communication.The system left the screen and entered the physical record: compact, direct, and marked for Gamesheet.Brand go on paper too. Paper small. Message clear.I offer the matter plainly, for needless mystery is seldom a recommendation: A compact application of the system for direct brand communication.This choice carried greater consequence than its size suggested. A compact application of the system for direct brand communication.A compact application of the system for direct brand communication. This matters because when something matters, it should matter visibly. Otherwise people may not know it matters.I considered the requirement carefully. A compact application of the system for direct brand communication. There is no reason for you to encounter uncertainty here.