Conceptual Work: Hamilton Tigers
It’s been 90 years since the Hamilton Tigers took the ice. Creating a brand for a team that hasn’t been around for that long was an fun exploration. On one hand, there’s not much history to contend with (a bigger creative barrier in hockey than in most sports). On the other, having no history gives you little to go on in terms of team spirit, accomplishments, and traditions.
I decided to bring as much of the old Hamilton Tigers back as I could — making the stripes the star of the show on the uniforms, as they were in days of old. The tiger is brought back in a much simpler, yet bold manner: a perfect way to re-enter the NHL after nearly a century.