After getting to know former NHLer and Wisconsinite (Go Badgers!) Jack Skille helping him refresh his hockey academy, he set his sights on a new venture. Hockey Guy started as a mobile hockey shop but quickly evolved into a team sales company.

The Brief:
Hockey Guy’s goal is to represent the spirit of hockey to the local youth community. The client desired a fun, hockey-loving mascot that would serve as the spiritual symbol for the brand.

The Solution:
Based on a goofy client sketch, we brought the Hockey Guy character to life. We brought in sport mascot illustrator Mightyshort to bring this quirky character to life, and built a logo suite to seamlessly align with the character. The HG monogram, weaving in a hockey stick into the crossbar of the H, is proudly sported on the character’s jersey. After building out the brand guidelines, we applied the new design system to van graphics, rolling out the Hockey Guy brand to Utah hockey rinks.