Backbone Collection
Problem Statement
Fans are the primary support system for professional sports teams. Despite their dedication, fans rarely receive recognition for their spirit, especially in smaller sports like hockey. A discouraged fan base will only worsen a team’s performance, and lack of support can eventually lead to no team at all. How can the NHL strengthen the connection between fans and their team?
Solution
The Backbone Collection is a series of alternate jerseys for the NHL that celebrates fan culture. They bring together players and fans in a celebration of the moments that make each fan base unique.
Below you'll find the designs for the Seattle Kraken, New Jersey Devils and Tampa Bay Lightning as a study for what the entire collection would look like.
Uniform Mockups
Logo Process
Each logo received multiple rounds of sketches and ideation to reach a final result that packed in as many details as possible. They were later brought into Adobe Fresco to further refine and finalize as a vector image.
Uniform Ideation/Sketches
Logo Explanation Charts
Each logo was inspired by multiple different aspects or key moments of a fan's experience with the given team. These diagrams serve as an educational advertisement to be used when launching the jerseys via web articles.
