Celebrating Skills in South Florida

We were tasked with supplementing the primary 2023 NHL All-Star program, crafted by Paul Conway and Bryan Kenny at NHL Creative Services, with the All-Star Skills program, special event logos, and division logos. While the primary All-Star logo depicts Florida’s sunshine, we wanted to inject some of the local nightlife flavor into the Skills program with a distinctive pink and blue palette and synthwave sunset. This contrast of sunshine and nightlife was also carried through to the Beach Festival and the two All-Star after parties: All-Star Friday Night and All-Star Beach Bash.

In addition to the core set of All-Star Skills, we created the identities for Florida-themed outdoor events specific to the 2023 All-Star: the NHL Pitch ‘n Puck, where All-Stars translated their hockey skills over to an iconic Sunshine State golf course, and the NHL Splash Shot, where players faced-off on the picturesque beaches of Fort Lauderdale. We also built identities for ancillary programs sponsored by Visit Lauderdale: the FTL Beach Sweep, the City of Sunrise Hockey Festival, the Coral Springs Hockey Festival & Alumni Game, and the Meet the Mascots Breakfast.