Utah Hockey Club

Problem

A relocated franchise arrives with a roster, a rink and a schedule, but no archive. No signature crop, no established colour hierarchy, no house typography anyone recognises at a glance, which makes every post in the first season a brand decision by default.

• Build recognition before any visual history exists
• Hold one voice across five very different content types
• Stay readable at thumbnail size in a crowded feed

Approach

I built the system around a deliberate split. The Arena handles anything happening right now in black, monochrome and editorial grid. The State handles anything worth remembering through full colour landscape compositing, because Utah is the one asset no other club has.

• Two visual worlds governing when to inform and when to celebrate
• Five reusable template families across the content cycle
• Fixed type hierarchy with a locked scorebar and broadcast row
• Landscape compositing treating terrain as brand, not background

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Outcome

A complete season of gameday content that reads as one system, where the landscape carries the emotional weight and the arena carries the information, and no two frames repeat.

• Seventeen finished 4:5 layouts in a consistent register
• Templates built to be produced under live game pressure
• A visual language specific to Utah rather than generic to hockey