NHL Winter Classic 2010
Fenway Park, Boston, MA
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“The Winter Classic has proven to be a ratings success for the league in the United States and is regularly the league's most watched regular season contest (in the US), rivaling the ratings for the Stanley Cup.”
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To brand the ballpark and event for the winter classic, providing the backdrop for the game both in person and on television. To continue to boost television ratings, viewership, and attendance.
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6 months Ideation, Design & Production as Senior Graphic Designer & Onsite Art Director
Besides creating and developing the visual graphics (which included direct inspiration from Fenway park’s green monster and brick architecture, I produced the construction documents to send to our printing vendors, including qualifying local vendors. It was also my responsibility to design the installation manual for our laborers to use onsite. Often our installers do not speak english, so I would make sure we had very specific, visual diagrams to ensure that the right pieces were installed in the correct places with the appropriate hardware.
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Research included Nielsen ratings numbers from 2009 - Chicago, Ticket sales, Media Reviews, and surveying the city of Boston as well as Fenway Park. Our audience for the event was NHL & Hockey Fans.
The final design created a branded and themed environment that allowed fans to identify Fenway Park as the home of the 2010 NHL Winter Classic, utilizing iconic reference imagery from Fenway, such as the art deco style brick and the green monster paneling. Developing a method of strong visual hierarchy, allowed fans and viewrs to first identify the event, then the participants in the event while visually understanding the location of the event. Branding was not limited to the interior of the ballpark, it stretched to the exterior of the park, and local hotels.
