The New York City Pride Hockey Alliance rebrand was more than a visual refresh—it was about reinforcing identity and inclusivity. A key component of the guidelines was defining the league’s mission, vision, core values, positioning, and personality, ensuring alignment among leadership for a clear and consistent voice.

A major focus of the design process was versatility. The branding was created with adaptability in mind, allowing the pride colors in the branding to be swapped out for specific LGBTQ+ community colors to ensure broader representation across different initiatives and events.

Beyond design, the new branding came to life through an extensive social media package. I developed a cohesive system of templates, trained the social team on branding best practices, and provided guidance on content cadence, the balance between photography and design elements, and overall strategy.

To build excitement, I created a series of motion graphics: one to tease the rebrand, another to reveal the new logo at Madison Square Garden, and a third to spotlight the league’s core values—ensuring they were front and center, not buried in a PDF.

BRAND STRATEGY, CREATIVE DIRECTION, VISUAL IDENTITY, LOGO DESIGN, MOTION DESIGN, SOCIAL MEDIA STRATEGY, BRAND GUIDELINES, CROSS-FUNCTIONAL PARTNERSHIP, TEAM TRAINING & IMPLEMENTATION

WHERE IT WAS FEATURED:

Madison Square Garden, NYCPHA.org and social channels, Chelsea Pier Sky Arena, league jerseys and merch