The Town of Sylvan Lake hosts an annual outdoors Pond Hockey Tournament to attract men’s teams as a tourist event. The Town has a huge influx of summer tourists. This tournament was brought to life as a means to attract winter tourists.
The tournament boasts numerous Hall of Famers and sports celebrities at the banquet marking the tournament’s end. Teams are awarded during this time and players gather to celebrate the weekend events.
The event ran for several years consecutively before a brand refresh was requested. With the audience in mind, we went to work! We designed a brand and setup an advertising plan.
We utilized some colours from the former look of the project including the blue, white and red. But changed the overall imagery from a cartoon hockey character to a town of Sylvan Lake icon, the lighthouse, to speak to the tourism goal of the project. As well as a hockey stick to represent the activities held.
Also new in the year that the branding changed was the format of the tournament. It moved from a weekend event to a 24-hour overnight tournament. We chose to include that information in the the logo.
Elements of wood and lighting gradients were used to create a dramatic and alluring look. Various advertising materials were created to reach surrounding areas and draw new teams in.
Social Media Images
Arena Rink Board Design
Newspaper Ad Design