NHL

Creative Team: Jen Schinkel, Luke Zegers, Celeste Bizarro & Brylle Burcelango

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Glaciers and Arctic ice are melting at a rapid speed, causing rising water levels on the east coast and more frequent wildfires on the west coast. 

National Geographic estimates that glaciers will melt by 2035.

With hockey being the most played game on ice surfaces, NHL took initiative to bring awareness to the effects of global warming. Based on frequent wildfire on the west coast and rising sea levels in the east coast, NHL rebranded and relocated the most affected teams. 

IDEA

INSIGHT

Hover to see the rebrands.

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The new logos will take significant characteristics from their relocation and will also keep the same colours as their original hometown. These examples shown are cities that will be completely wiped out by wildfires or rising sea levels in 2035.

During NHL Green Week, teams will be playing in their new hometowns, in their new jerseys to support Game Plan 2035.

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Green Week Game Tickets

Players in their rebranded jerseys during the Green Week Game

Limited-time apparel, made from Adidas X Parley, supporting Game Plan 2035

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