The National Hockey League’s sudden spike in popularity opens a perfect window to connect to a younger generation while expanding the hockey-watching audience in America. For this student passion project, I created an event with a strong identity that is reminiscent of the classic marketing and branding of NHL events, but also modernizes the aesthetic to speak to a new audience.

The Great Lakes Faceoff would be an exhibition game played once every three years. Two teams bordering a chosen great lake would play on the frozen ice for one night only.