The International Ice Hockey Federation were considering a change. They had an established brand, recognised worldwide by ice hockey fans, but it was starting to feel somewhat dated.

We knew certain elements had to remain. The last thing a sports brand evolution needs is fallout from fans or confusion. This was an evolution, not a complete reset, and any proposal had to carefully consider the institution’s heritage.

We created a custom suite of assets that honoured the past while bringing things into the present.

From brand language across digital assets to physical merchandise applications, the IIHF were ready for their next face-off.