NHL / Rogers

Digitizing a national pastime.

The Backstory
In 2014, Rogers Communications and the NHL inked the largest Canadian broadcast deal in history — a 12-year deal valued at $5.2 billion. Our team was involved from the early stages of the relationship: building the original series of presentations that helped secure the record deal between the two superpowers, launching internal corporate awareness campaigns, developing in-store branding, and creating network sub-brands for products like the Rogers NHL Live app.

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

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.

An app that lets hockey fans cheer on their favourite team – anytime, anywhere across Canada.

We developed a creative toolkit – captained by one of NHL’s all time best.

Utilizing the brand toolkit, we developed in-store, on-air, print and OOH campaign collateral.

A retail space transforms into a launch event / media broadcast stage.