For this NHL coverage pitch concept, TNT sought a bold and unconventional approach—steering clear of typical references like ice and hockey pucks. Instead, the design draws inspiration from the sport’s rich visual language: player kits, skate marks, team logos, and gear textures. Expressive typography and dynamic layouts carry the energy, intensity, and motion of the game, delivering a fresh and visceral take on hockey’s visual identity.
A highly expressive graphic language mirrors the energy and dynamism of the of ice hockey. The brief stated a desire to explore new and interesting textures outside of ice so we chose to render elements using fabrics, plastic and metal.
