NHL ARIZONA COYOTES We hockey

Growing a fan base in an unlikely market.

Helping rebrand and reposition a professional sports team is one of the most exciting challenges you can take on. A team isn’t just a logo on a jersey—it’s passion, it’s culture, and often, it’s the beating heart of a community. In today’s hyper-visual world of sports, we saw an opportunity to let design and identity do more than signal change. We used them as a bold expression of a new ethos—one that could rally fans, players, and an entire city around a renewed sense of purpose.

A new take on the sport.

Hockey has been the slowest sport to diversify its roster and its audience. So, we took a team from the unlikeliest place and turned it into the unlikely champion for a more inclusive future of the sport. Not hockey as it is, but hockey as it could be. We rebranded the Arizona Coyotes as the "WE HOCKEY" team: open, colourful and inspired by the diversity of Phoenix and its people.

From dessert to ice.

Rather than shy away from our roots, we invited everyone into our house and onto our ice, and gave the real people of Arizona ownership of the team by putting them front and center and letting them claim the sport for themselves.