$5.2B broadcast deal.

When two of the biggest brands in Canada partner, magic happens. Rogers and the NHL inked the largest broadcast agreement in Canadian history (12-year — $5.2 billion deal) we were lucky enough to be there from the start. Designing the original series of presentations that helped secure the contract between the two superpowers before developing national corporate and employee advocacy campaigns. Once in market, we developed in-store branding, co-branded marketing campaigns, and created a network sub-branded products like the Rogers NHL Live digital streaming app.

scope: 
Advertising Campaigns, Brand Guidelines, Brand Identity, Digital/Print Collateral, Environmental Graphics, Event Branding, Naming, Photography Direction, Strategy
role: 
Art Director

Launch
A visual language was developed to connect and ‘sportzize’ the existing Rogers corporate brand look and feel while creating a unique, high energy system that would resonate with sports fans. Stylized athlete imagery motioning towards the user creating a hero-esque sense of scale and movement. Larger than life creative was applied to various internal and external environments across the country.

RGCL
Rogers Game Centre Live, a subscription-based app that lets you watch any NHL game anywhere on a mobile, digital device was launched in conjunction with the Sportsnet broadcast season. We helped build the visual identity, brand guidelines, still photo shoots, and launch campaigns. Hockey legends Mark Messier and Luc Robitaille highlighted an out of home media buy, in-store animations, and celebrity endorsements. We even took over a Rogers retail store for a day with ‘Mess’ to build some energy around the national broadcast product launch.

Digital signage used for in-store, in-arena and in-app promotions.

The new identity — a mobile device combined with a hockey rink.

Digital tools designed to educate and promote the newly imagined streaming service.

A brand guideline captained by one of NHL’s all time best, Mark Messier.

Applying the brand toolkit to in-store, on-air, print, digital, OOH and retail spaces.

A live event to launch the new digital streaming platform broadcasted to a Canada wide audiences.

Interested in building a brand that engages employees, inspires ideas, and creates culture — we should talk.