Project roles
Graphic language concept and design
Motion principles design
Motion graphics design
Guidelines design
Artworking and asset delivery
Client liaison
Motion principles design
Motion graphics design
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 CHL's graphic language, establishing the brand's motion principles and delivering an extensive suite of static and motion assets as well as a comprehensive brand guidelines document.
CHL Brand Video
Edit: Jake Curtis-Mackenzie
Motion graphics: Oliver Bacon
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 familiar hexagonal geometry of the CHL badge is transformed 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.
CHL Motion Principles
Sound design: Jake Curtis-Mackenzie
Motion graphics: Oliver Bacon
