Hockey Diversity Alliance

​

BRAND DESIGN

 

Hockey is filled with unconscious bias and outright racism. There is a darker side where black, brown, and indigenous players experience racism and this culture is creating very real consequences for the game. Registration in hockey youth leagues is decreasing at an alarming rate.

Nine NHL players of colour banded together in a moment of racial reckoning to
shed light on the very real issues within the game. They aimed to bridge the gap to help children of colour fall and stay in love with the game by promoting diversity
and inclusivity.

With high-stakes meetings with the NHL and Hockey Canada, and only a few weeks until the NHL resumed in the Covid bubbles, the HDA engaged ZGM to build a polished brand. It happened faster than Connor McDavid on a breakaway. 

 

CLIENT  Hockey Diversity Alliance (HDA)

 

ROLE  Art Direction, Brand Design

​​​​​

TEAM   Kurt Beaudoin - Creative Director, Ryan Kenny - Copywriter, Scott Steele - Art Director, Mark Jooste - Art Director, Yomi Jordan - Web Designer, Ami Dykstra - Digital Director, Kassandra Poon - Developer, Danial Wood - Photographer,  Ben Archer - Account Director, Kirstin Webster - Project Manager, Kendall Simmonds - Project Manager, Mario Amanteo - Partner

​​

​