In 2013, I took on a leadership role in shaping the creative direction for the 2013-2014 Colorado Avalanche season campaign. My responsibilities encompassed a wide range of tasks, from conceptualizing and designing the distinctive "Avalanche Territory" mark to establishing the overall tone, look, and feel of the campaign.
To capture the essence of an actual avalanche, I drew inspiration from the literal meaning of the word. As a result, my concept of incorporating a diamond-shaped avalanche warning sign was selected as the central motif for the campaign. This powerful symbol not only communicated the team's strength and intensity but also served as a visual representation of their territorial dominance.
In addition to the mark, I played a crucial role in providing art direction for the campaign's photo shoot. By curating a cohesive visual aesthetic, I ensured that the imagery aligned with the campaign's overarching theme. Supporting elements such as imagery depicting avalanches, warning stripes, and the use of dark photography were strategically integrated to further enhance the campaign's impact and evoke a sense of anticipation and excitement.
Ultimately, my involvement encompassed the creation of all supporting elements, combining thoughtful design choices and conceptual ideas to craft a compelling campaign that effectively conveyed the spirit and energy of the Colorado Avalanche.