2024 NHL All-Star Game - Toronto Environmental Graphics
Every project comes with constraints. This one came with a brand kit that was generously described as bold: a loud, pattern-heavy system reportedly inspired by Justin Bieber's streetwear label Drew House that landed somewhere closer to a 1996 McDonald's PlayPlace. The real work was figuring out how to honor what we were given while pulling it in a direction that felt grounded and worthy of the NHL stage.
By introducing structure, scale, and a more deliberate use of player imagery, we built an environmental system that reined in the chaos without losing the energy. Fun without feeling juvenile is a harder design problem than it sounds.
Player imagery at this scale stops people in their tracks, and that was exactly the point. Sergei Bobrovsky and Filip Forsberg were laid across the full span of the venue's exterior windows, cut-out style with the NHL shield and star elements woven between them. It's a good example of how we used player photography to do the heavy lifting visually, letting the brand elements play a supporting role rather than competing for attention.
Spanning the full width of the entrance corridor, this wide-format banner lined up five All-Star players side by side in a way that felt energetic rather than cluttered. The horizontal format gave the player imagery room to breathe while the logo anchored the left side cleanly.
Wrapping ornate architectural columns is a different challenge than a flat wall. Player graphics were scaled to work with the columns rather than fight them, while the reception desk wrap kept the brand present at eye level without overwhelming the elegance of the space.
