Project Overview

I was approached by Bristol Snow Dogs — one of the UK’s fastest-growing and most dynamic grassroots ice hockey clubs — to develop a full team emblem and wordmark. At the start of the project, the club hadn’t yet finalised the team name, with several variations still under consideration. This made it challenging to begin visual development without knowing which animal or theme would ultimately represent the team.

To move the project forward, I curated and presented research boards showcasing emblem styles and design systems from across the global hockey scene. This collaborative process helped the club’s board align on a direction — and ultimately settle on the name Snow Dogs.

From there, I developed a bold, striking emblem featuring a stylised husky head — chosen for its intensity, character, and connection to the team’s identity. The colour palette was selected to complement the club’s existing senior men’s team kit, creating visual continuity across levels. Once test visuals were applied to jerseys, the response was immediate and overwhelmingly positive, and the designs moved quickly into production.

To accompany the emblem, I created a 3D-style custom wordmark with sharp angles and depth — designed specifically to stand apart from other teams in the league. Final deliverables included artwork for team jerseys, a complete kit of brand assets, and a social media toolkit to support ongoing promotion and merchandise use.