The Idea:

Hockeyology is the only place for everything hockey. Their facility uses the latest technologies and products, experienced trainers and wellness experts in caring for the whole athlete and helping them become the best version of themselves.

At Hockeyology, the development of the hockey player is viewed as a holistic practice or a single place where experts, state-of-the-art technologies and new performance techniques could surround a player to build them up, not just as a hockey player but as a person. However, the challenge was to communicate this philosophy and mission through the brand visually.

Knowing that a brand hierarchy was needed, our team developed the Hockeyology brand architecture to incorporate the idea of training and surrounding the player. We developed a new logo and brand system for all the organisations service offerings.

The opportunity, however, was to pitch the idea of a subbrand “Zer0ne” that communicated the idea of taking each player from zero to one, as athletes tend to train from baseline to baseline. And so, at each baseline, Hockeyology is there lifting the player from zero to one.

This subbrand is the more public-facing “philosophy brand” that will be communicated through the crowdsourcing campaign, therefore, we built out a brand system that included pieces and merch that will be utilized in that campaign.