Go BIG or go home. Under ice camera shots paired with the classic brands of the NHL makes for a winning formula.
Our complex design language for the NHL on ESPN covers the gamut from detailed team logos to complex branding system. A full insert language paired with a new edit look that travelled company wide gave us a lot of creative holes to fill. Thankfully we were up for the challenge. Made in ESPN Creative Studio with partnership from Elastic on the animation language.
Under Ice POV
By putting the camera under the ice we find shots that no one has seen before. It opens up a new dimension to the game.
The Puck is the logo holder
Ice forming around objects was a major part of the creative concept. Subtle smoke drifts off the ice chunks showcasing the fine details.
Motion Theory
A quick cut language that could flip between 30 and 12 frames per second added a unique twist to the animation language.
Building a Brand
We start with language. What’s our arc? What is the Brand Essence? The project always has to start with language first.
Editorial Graphics
Flexible design systems that are nimble, light to use and render and engineered to endure. Toolkitting is EVERYTHING.
Insert Language
Playing into the textures of the game we brought ice and team color into our graphics look.
Team Logos
The NHL logos are so fun. By creating stitched logos, like you’d see on a sweater, we got closer to the authenticity of the game.
