Vancouver Canucks fans are always at the forefront when it comes to design. From Season Ticket Members who have followed the team for 50+ years, to the new generation of fans coming to experience their first game. I was often challenged with the balance of maintaining the legacy of a team with millions of passionate fans, and pushing the boundaries of traditional sports design to resonate with a younger and developing fan, and team.
As a part of the 2020.21 NHL Reverse Retro Campaign, I was tasked to design for our local launch and sales campaign. This needed to have a separate visual direction from the Adidas launch campaign, incorporating their campaign elements, however, capturing our market and fans.
Launched in three phases, I focused on different imagery to target our different fan segments, 1) Off-Ice/Lifestyle 2) Full Uniform Release 3) On-Ice/Game Action. These engaged our users at different possible touch points based on their knowledge of the Adidas Campaign, The Vancouver Canucks on social and other digital platforms, and engagement during Canucks games wearing the new jersey.
Building off of Elias Pettersson’s social following, and recent media pickup on his interest in fashion, we asked him and Chaos Club Digital to shoot photos in the Reverse Retro jersey, highlighting his own Vancouver style. This would allow us to not only target hockey fans, but also a fashion market that is familiar with Adidas and similar brands. This was our first opportunity to engage customers, and was heavily reliant on building engagement and interest through Elias’ social following, rather than purchase messaging from corporate channels.
In order to launch this series, which would be the first release of the entire on-ice jersey kit, I was responsible for planning, directing and executing all photography required. This shoot needed to have a more serious tone, engaging with loyal Canucks fans as well as jersey collectors, highlighting the various unique elements exclusive to this release. Focusing on the gradient of the jersey, we used various fog and lighting techniques in order to mimic the colours and create a darker and serious, game-ready tone for the full uniform kit. At this point, with fans familiar with the jersey, this was our opportunity to further explain the design, pique interest prior to the game, and push more sales messaging.
Seeing the team play in new jerseys is often our largest opportunity to convert for jersey sales, where fans can see the jerseys of their personal favourite players. This was our last opportunity of the campaign to engage customers, and was the heaviest on conversion messaging.
Prior to the NHL season, each team is required to provide all Press and Media in attendance for games with an up to date book of team, player, and historical statistics.
Working closely with the internal communication team over the course of several months, this document was meticulously built, requiring a keen attention for detail and advanced knowledge of layout and publishing tools in Adobe InDesign.
VIEW THE FULL DIGITAL PDF HERE
Throughout the concourse, custom hospitality packaging was made to drive awareness of different locations and make for easier association to the locations by bypassing fans.
Working closely with the producer, the packaging required strict production guidelines to ensure quality and stay within cost estimates. Each vessel could contain a maximum of two colours, in addition to the paper colour. However tints could be created using halftones, and colours could be overprinted to create additional shades to expand possibilities. Due to the speed of production, ink alignment could not be guaranteed and an offset adjustment of up to 1/8” could be expected, all areas needed excess bleed in order to ensure there wouldn’t be gaps in coverage. Keeping these parameters in mind, I was able to create a cohesive set of packaging, each unique to its own brand.
Membership Experience: Diamond Suite
The most premium experience offered at Rogers Arena, required a custom landing page focused on showcasing the one-of-a-kind experiences of the Diamond Suite, and funnelling users to book an appointment to customize their group experience. By engaging users to book and appointment to view the suite, Sales Representatives could take that opportunity to gauge interest in other premium areas of the arena as well, growing interest in Season Ticket Memberships, and other group event packages.
Canucks Patch Collection: Retail
Partnering with Levi’s, the Canucks Team Store was offering a limited edition patch program for the 2019 holiday season. An opportunity to learn more about the unique design and ordering options, which were not able to be showcased on the team store site, this landing page was designed to explain the process and highlight the multiple variations available to customers.
2019 Draft Class: Content & Sales
Welcoming the new picks to Vancouver, this landing page was designed as an informative page, to engage Canucks aficionados to learn more about the new team additions. We used this opportunity to also drive data collection for interest in tickets for the upcoming 2019.20 season, given the users interest in the future of the team.
An opportunity to streamline the ticketing and membership purchasing experience, working with our developers, we explored different opportunities to create an upfront purchasing experience on a platform that had originally been designed for only desktop purchasing.
Modernizing the old site for Single Game Ticket purchasing, we created ‘game tiles’ to easily navigate and visualize all upcoming games, focusing on the opponent, as well as showing various price points for locations throughout the arena. By creating this tile system, we were also able to incorporate sales tiles to incentivize upgrades to ticket packs and premium areas within the area, increasing the average revenue per customer.
We also implemented a new filtering system, to sort by Month, Day, Opponents, and Price, streamlining the search process. This not only helped the sales process, but would give us valuable insight into the less desirable opponent and game night pairings, in order for us to incentivize the lower performing games with promotions and in-arena experiences, in order to maximize ticket sales.
With almost 200 franchises operating throughout Canada, the United States and Australia, the 1-800-GOT-JUNK? brand is globally recognizable.
The 1-800-GOT-JUNK? design strategy focuses on a clean, trustworthy, and professional image, allowing the customers to say "Goodbye Junk. Hello Relief." and have their junk disappear. The marketing collateral has a strong focus on reinforcing messages which are advertised through television and radio, for repeat and returning customers, in the residential and commercial space.
Working with franchise partners from around the world on a daily basis, my challenge an in-house Graphic Designer was to build and maintain our brand identity and standards, while adapting and conceptualizing creative solutions to target specific markets in each franchise location.
Through WOW 1 DAY PAINTING's service and branding, the customer is always left WOW'ed! With clean presentation and friendly painters prominent throughout the branding, WOW stands out as a premium business throughout North America.
With online advertising (eg: 2&3) we were able to target specific demographics and areas and reach the customers to show them that their paint job could be completed in a day, without interrupting their daily activities.
Working with WOW 1 DAY PAINTING, as an in-house Graphic Designer, I was consistently working with franchise partners, as well as the corporate WOW 1 DAY PAINTING team, to ensure that the branding and marketing messaging was clear and consistent across all channels throughout North America. This included, building production files for corporate fleet vehicles, designing custom direct mail collateral, and building creative for social media advertisments and email campaigns.
Grouse Mountain Resorts is one of Vancouver's top tourist destinations with winter ski facilities, summer hiking trails and other one-of-kind outdoor activities. The marketing collateral that I created for the Grouse Mountain brand included developing content for both the local clientele, mountain events, as well new visitors to the Vancouver area.
The You Move Me mission is to move people, not just their boxes. The brand incorporates playful and fun graphics, to make a very stressful and daunting task more enjoyable, with friendly movers and a great attitude.
One major project that I managed was the redesign of the You Move Me online booking engine. From conducting research to developing user profiles and a new user experience, I created a new system from the ground up that better suits the needs of the business in a digital, mobile-centric world.
Other functions of my role as an in-house Graphic Designer was building production files for fleet vehicles, corporate cycling jerseys, and direct response marketing collateral.
Shack Shine helps customers protect and maintain their most valuable asset, their home, with friendly and efficient service. The core focus for the marketing messaging was to inform the customer about the services for their first time use, and then continue to maintain the customer relationship through seasonal creative, and annual maintenance programs.
Undergoing a complete rebrand in 2015, as an in-house Graphic Designer I had the opportunity to work with an external creative agency to launch the Shack Shine brand into our Franchise system. This included building production files for fleet vehicles, the creation of training and marketing handbooks, and managing the production of various other assets.