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 creative development process with NHL's Paul Conway led us down a number of paths, but what resonated for everyone was capturing the essence of historic New England with it's historic taverns and architecture.
Inspired by the 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.
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