The New York Rangers

Hockey is a fast-paced, in-your-face sport and The New York Rangers hockey team is no exception. In 2000, they acquired a host of notable athletes to join their roster and I was tasked with coming up with a brand campaign for the ‘new’ New York Rangers. I felt that the best way to introduce this new team would be to focus on the players and to do so in a way that communicated how good these guys really were. For an organization that wasn’t sure if it could deliver on this promise, they shied away from this bold approach yet almost 10 years later I still believe it’s a powerful message and visual execution that deserves its 15 minutes.