Throughout the 2023-24 season, I designed graphics for the NHL’s second-most-followed team on social media, the Chicago Blackhawks, with 4.7M followers.
One of the standout pieces, the Connor Bedard Calder Memorial Trophy Winner graphic, became the season’s top-performing Instagram design, generating over 95K likes and nearly 16K shares.
That season introduced a refreshed brand identity, simplifying the color palette to red, black, and white—moving away from the full logo spectrum used in previous years. A new athletic-style font with multiple weights and widths refined the brand’s typography, replacing the broader range of typefaces from past seasons. The design system incorporated bold patterns inspired by the six-pointed star from the Chicago flag and elements of the team’s logos, executed in various thicknesses and color variations. A repeating grid of four stars—paying homage to both the Chicago flag and the Blackhawks’ six Stanley Cup championships—became a key visual element. The team’s iconic jersey stripes remained central to the aesthetic, complemented by strong color blocking and layered design elements. Large-scale player photography and city imagery further reinforced the deep connection between the team, its fans, and Chicago’s hockey legacy.
responsible for: all designs presented on this page
CREDITS:
2023-24 brand creation: Jordan Smith, Kellie Fredette, Jack Gambro, Michael Benford
Senior Graphic Designer: Jordan Smith
Manager, Photography: Chase Agnello-Dean
Photography Assistant: Adam Eberhardt
Social Media Team: Rachel O'Donnell, Leah Hendrickson, Leila Rajput
All artwork, photography, and video content featured in this portfolio are the sole property of the Chicago Blackhawks. These materials are presented solely to demonstrate my design and creative contributions and are not owned by me.