NEW JERSEY DEVILS
In Jersey, you carry a chip on your shoulder and you take care of your own … and your brand needs to reflect that, especially as an NHL team with championship ambitions.
Contributions span creative direction, campaign development, brand identity refinement, and day-to-day design execution across digital, in-arena, and all marketing touchpoints — including support for the club’s highly regarded social channels with content designed to cut through the noise.
A long-term creative partnership built on trust, sharp instincts, and creative depth that delivers.
Since 2019, collaboration with the New Jersey Devils has grown from a few select projects into a trusted creative partnership.
Made in Jersey
The Made in Jersey brand identity was launched in 2020 and remains a defining pillar of the Devils’ brand. Built around grit, pride, and identity, the campaign established a bold visual language that continues to anchor the club’s creative and distinctly Jersey attitude.
RAISE HELL
The Raise Hell playoff campaign debuted in 2023 as the Devils’ playoff rallying cry, channeling the energy of a fan base ready for the return of meaningful spring hockey. Designed to feel loud, urgent, and unapologetic, the campaign amplified postseason intensity across every touchpoint.
2025-26 Season
The 2025–26 season campaign built on the established Made in Jersey brand identity, evolving its visual language for a new season of Devils hockey. Designed to feel bold and current, the work put a spotlight on the players, the plays, and the energy of the game across the full campaign system.
Devils Gaming Group
The Devils Gaming Group launched with its own logo and visual identity, designed to expand the brand into esports. The project also defined the look and atmosphere of the gaming lounge, creating an immersive environment for gamers, fans, and live competition.
The ‘Jersey’ Jersey
The Devils’ first-ever third jersey launch was more than a uniform reveal, it was built around identity, culture, and fan connection. Led by a social-first storytelling rollout, the campaign sustained momentum over time while driving strong engagement and merchandise demand.