Project roles
Graphic language concept and design
Motion graphics
Motion principles
Guidelines design
Artworking and asset delivery
Client liaison
Motion graphics
Motion principles
Guidelines design
Artworking and asset delivery
Client liaison
The Champions Hockey League (CHL) is European ice hockey's premium club competition where the winners from the continent’s top leagues face-off against one another. In anticipation of their 10th season, the CHL approached TwelfthMan to refresh their visual identity and build a brand that would offer more variety, expression and fan engagement.
My role in the project was multi-faceted and included developing the graphic language, establishing the brand's motion principles and delivering an extensive suite of static and motion assets alongside a comprehensive brand guidelines document.
Following workshops at the TwelfthMan studio, a creative platform was created that captured the electrifying energy of a CHL game day. 'Hypercharged' became the foundation for the visual identity, inspiring every asset from the typeface to the brand's motion principles.
One of the CHL's main objectives of the refresh was for more variety. I aimed to develop a graphic language that would allow for endless possibilities and expressions. The hexagonal CHL badge became the catalyst for graphic language exploration. The badge was a piece of the identity that had gained recognition, was unique within the world of ice hockey, and was to be retained. We explored how to inject simple hexagonal forms with the Hypercharged energy of CHL hockey.
The chosen graphic language takes the familiar hexagonal geometry of the CHL badge and transforms it into a conceptual space; an abstract arena that immerses the viewer in the action. Close crops of the arena result in a suite of energetic and impactful graphic patterns.
The motion principles of the CHL aim to capture the attributes of elite ice hockey and mirror the amplified atmospheres inside the competition's arenas. The motion principles provided a basis for a suite of motion sequences that were delivered as an editable package for the CHL team to adapt and utilise across a range of outputs.
Early rough motion explorations that informed the CHL motion principles
CHL Motion Principles
Sound design: Jake Curtis-Mackenzie
Motion graphics: Oliver Bacon
Copywriting: Oliver Bacon
