The Desert Laces Up Its Skates
Arizona Coyotes NHL Rebrand
Let’s be honest, there are few sports whiter than hockey. Maybe polo. Or curling. But in a state as multi-ethnic as Arizona, inclusiveness is the key to growing and sustaining the sport. This top-to-bottom rebrand took a fresh look at hockey, not as it is but as it could be—inviting Arizonans of all stripes to see themselves represented by their team by featuring them front and center in the work. It’s called “We Hockey.” Hockey para todos. Hockey the Coyotes way.
With Carlos Alija, Laura Sampedro, Fabio Brigido, Mary Wuensch and Gloria Concepción
Directed by Tino @ Loveboat
2022 Rocky Mountain Emmy Award - Short Form Branded Content
2022 Silver Cannes Lion - Design - Brand & Corporate Identity
2022 Silver Clio - Design - Brand & Corporate Identity
2022 Gold Clio Sports - Brand Identity
2022 Silver Clio Sports - Editing
2022 Bronze Clio Sports - Copywriting
2022 Bronze Clio Sports - Integrated Campaign
2022 One Show - Long form video Shortlist
2022 One Show - Brand Transformation Shortlist
2022 One Show - Rebranding Campaign Shortlist
2022 One Show - Casting Shortlist
2022 One Show - Writing Shortlist
2022 One Show - Editing Shortlist
2022 One Show - Fusion Pencil Shortlist