All projects featured here are independent creative explorations and passion projects. They are not affiliated with, endorsed by, or commissioned by the PWHL or any of its teams.
Sports have a way of bringing people together, building communities, and creating moments that stay with us long after the final whistle. I've always been drawn to that energy, and to the visual identities that make teams and their fans feel like part of something bigger.
I started this collection with the PWHL and one simple idea: give the women a billion-dollar design budget they deserve. These passion projects are my creative take on what women's professional sports branding can look like when ambition, identity, and fan culture get the spotlight they deserve.
Graphic Design | Art Direction | Brand Identity
sports
PWHL
A creative exploration of what a unified visual identity for women's professional hockey could become. Looking beyond the rink to build a brand that celebrates the league's growing presence, its athletes, and the culture surrounding the game.
PWHL SAN JOSE
Inspired by the character and culture of the Bay Area, this concept brings a distinctly San Jose perspective to women's hockey. Built around the idea of She Owns The Bay, the identity blends retro-inspired design with a modern sense of confidence and community.
PWHL HAMILTON
A team identity concept rooted in the spirit of Hamilton. Exploring how local character, hockey culture, and a distinct visual language can come together to create a brand fans can call their own.
PWHL DETROIT
A tribute to a city shaped by grit, resilience, and an unmistakable sports culture. This identity concept explores how Detroit's industrial roots and deep connection to hockey can inspire a new generation of women's professional sports branding.
PWHL LAS VEGAS
A bold take on professional women's hockey in a city built on spectacle. This concept explores the intersection of Vegas personality, entertainment, and the unmistakable energy of game night.
PWHL TORONTO
An exploration of the Toronto Sceptres identity through the lens of a city with a deep-rooted love of hockey. A creative study in building on an established team identity while imagining new ways to connect with its fans.
