The Chicago Blackhawks retired Hockey Hall of Fame defenseman Chris Chelios’s number 7 on February 25, 2024, before a game against the Detroit Red Wings. The celebration featured 90s-themed activations, including a pop-up version of Chelios’s former chili restaurant, a concert-style merchandise booth, and miniature replica No. 7 banners.
The pre-game ceremony began with Chelios arriving on the ice in a classic black car, setting the stage for a night honoring his legendary career. A highlight reel showcased his on-ice achievements, followed by appearances from his family, former teammates, and celebrity friends. The event concluded with the raising of his No. 7 banner to the rafters, cementing his legacy in Blackhawks history.
The art direction for the event leaned into the bold, energetic aesthetic of 90s sports design. Black was the dominant color—a nod to the iconic black Blackhawks jersey Chelios wore during his era—paired with red and white striping and a red-and-black Chicago star pattern that connected to the team’s current brand identity. Typography pulled straight from the era, combining athletic block lettering with bold script. His retired number 7 was the focal point of the event branding, appearing throughout in-arena graphics and as the centerpiece of the event logo. The pre-game atmosphere further embraced the 90s influence, with a concert-style merch stand selling t-shirts featuring bold patterns, oversized type, and images of Chelios—tying back to the surprise Pearl Jam concert announcement where his jersey retirement was first revealed. Every visual detail was crafted to reflect Chelios’s era, personality, and the unmistakable style of 90s sports design.
Adding to the memorable evening, Blackhawks legend Patrick Kane made his first return to the United Center with a different team. Kane received a tribute video and standing ovation before scoring the game-winning overtime goal for the Red Wings.
responsible for: art direction with Jack Gambro, social media graphics, 5 of the 9 t-shirt designs, Patrick Kane in-arena tribute design
CREDITS:
EVP of Brand & Marketing: Jerry Ferguson
Senior Graphic Designer: Jordan Smith
Senior Graphic Designer: Kellie Fredette
Graphic Designer: Jack Gambro
Production Designer: Javier Nevarez
Manager, Photography: Chase Agnello-Dean
Photography Assistant: Adam Eberhardt
Events & Experiences Team: Brian Howe, Rachel Stellfox
Retail Team: Dan Feinberg, Ryan Daly, Jordan MacIver
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.