We were asked to create a brand for an all-new annual 3v3 hockey event taking place in Battle Creek, MI. Most brands struggle to identify what, if anything, separates them from the pack. For Battle on the Rink, it was obvious. This tournament empowers people to help the homeless by doing what they already love: playing hockey. It’s this balance of great competition for a good cause that speaks to their audience.
This campaign is driven by the copy – combining common hockey phrases with messages about helping the homeless. It’s visual language is a nod to Nike’s iconic brand, using bold type and a simple, but powerful color scheme. The look and copy gives instant credibility to the tournament’s quality and level of competition.