Building a Cohesive Brand Identity
Art Direction & Design
Client: The San Diego Gulls Hockey Club
Client: The San Diego Gulls Hockey Club
The San Diego Gulls hired me as their first in-house designer, entrusting me with shaping and evolving their visual identity. As the sole designer, I led all creative efforts—from concept to execution—ensuring brand consistency across every touchpoint while collaborating closely with various departments.
Each season presented an opportunity to refresh and elevate the team’s branding, keeping the fan experience exciting and engaging. My work spanned a diverse range of mediums, including billboards, arena signage, merchandise packaging, programs, custom jersey designs, and digital content.
Playoff Creative Refresh
Each playoff season required a complete creative refresh on a tight timeline, with new visuals that captured the energy of the postseason. From branding and promotional materials to arena signage and digital campaigns, I developed a cohesive look that reinforced the team’s identity while keeping the fan experience fresh and engaging.
This role was a dynamic blend of strategy and creativity, allowing me to bring bold ideas to life while strengthening the Gulls’ presence both on and off the ice. The fast-paced nature of playoff design pushed me to work efficiently, problem-solve quickly, and deliver high-impact visuals under pressure.
