Fanbrandz is very proud of our most recent collaboration with the NHL and VP of Creative Services, Paul Conway to develop the 2016 Winter Classic identity program. This is our sixth Winter Classic identity program and recently won a CLIO for this past year’s 2015 Winter Classic identity played in Washington D.C.
With the 2016 game being played between the Boston Bruins and the Montreal Canadiens in Gillette Stadium in Foxboro, Massachusetts, home of the New England Patriots and the New England Revolution, our challenge was to capture both the essence of the region and reference a time when ice hockey was played on frozen ponds and lakes.
The development took us down a number of paths, but what resonated for everyone was capturing the essence of historic New England and it’s “wicked” winters and historic taverns.
Inspired by a signature signage style seen throughout the New England region and a sense of the weathered wood of barns and outbuildings found near icy ponds, the identity embodies a time and space that belongs to a New Year’s day in Foxboro, Massachusetts where two formidable teams face off under an open sky. Below is an overview of our inspiration and creative process.