Description
After partnering with former NHL player Jack Skille on a rebrand for his hockey academy, we teamed up again to launch Hockey Guy. Originally conceived as a mobile hockey shop, the business quickly expanded into team sales, serving hockey organizations across the region. The challenge was to build a brand that felt deeply connected to the game and embodied the passion, character, and community that make hockey special.
Logo Design
The goal was to create a hockey-loving mascot that could serve as the heart and soul of the brand. Inspired by a delightfully rough client sketch, the Hockey Guy character was brought to life and became the foundation of the identity system. Supporting the mascot is a custom HG monogram featuring a hockey stick woven into the crossbar of the H, proudly displayed on the character's jersey and throughout the broader brand, helping tie the entire system together.
