HOUSE OF HOCKEY

SUMMARY

The House of Hockey program is a ball hockey program catered to serve Toronto's under-served communities. It aims to be the most inclusive, accessible, and impactful ball hockey program in the world. With a commitment from the Maple Leafs, the mission is to change the game for the next generation of hockey players.

To match the spirit of the House of Hockey program, a visual identity was needed to reflect and represent youthful self-expression and grassroots sports. The goal for the look and feel is to be approachable, evoke a free-spirited nature, and intersect hockey with music, youth culture, and fashion.

Stickers and illustrations were included to add a layer of personalization. Photography is curated to show a fun, playful and inclusive atmosphere. Textures and offset printing effects offer an analog DIY quality. These different elements come together to evoke a "do it your way/seek no approval/why not?" attitude that aims to capture the spirit of the program.

Most importantly, the visual identity needed to be flexible to be leveraged across physical signage, apparel, and digital marketing comms. Below is a collection of images showcasing how the House of Hockey identity came to life across various these various touchpoints.