As part of my role at IMG, I am fortunate to work with some of the biggest names in sport. One of these is the NHL, which involves designing for each of their 9 international markets.

In this case, I was tasked with creating the look and feel, hygiene templates, and brand guidelines for the 2024-25 season.

The brand guidelines seen here are some of my proudest work created during my time at IMG. They are detailed, carefully considered, and showcase the look and feel of the season.

It was essential that the guidelines were as detailed as possible, as multiple freelance designers work across the project throughout the year, and consistency across all 9 markets needed to be maintained.