I created the “United By Sport” tagline for Sportsnet

ART DIRECTION, graphic design, Social Media

Starting with a manifesto I wrote, I helped Roger's owned SportsNet demonstrate how they would look as the new Canada's number #1 Sports Network.

”When you put everything on the line for a team, strangers become family. #UnitedBySport”

The challenge was to establish Sportsnet as the most preferred go-to for sports fans & employees. Alongside marketing and brand directors, I led a refreshed approach to communicating the brand from writing a clear brand philosophy and tone.

After through research and development, I was then tasked with creating a presentation for the president of SportsNet and related teams. I also had the pleasure of developing the new SportsNet tagline.

The content is to be used in finding future SportsNet ad concepts and brand guidelines.

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Moments That Matter

Sports can stir your soul,
or break your heart.

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I took the opportunity to rewrite the SportsNet guiding principles and philosophy, and tailor it to champion the sports media landscape.

It’s about being inspired by all athletes who are inspired by fans.

We strive to dig deep, go long, and give our very best.

Being sport’s minded, always.

We are here to excite you in your passion,

We know your sports.

We know your teams.

We know your heroes

And we give you a front row seat.

We are sportsnet.

The New SportsNet Philosophy:

Sports isn’t just about the game.

It’s about life.

It’s about that exhilaration that all fans experience

every time they cheer on their team

It’s about always; what goes on before and after

the players have left the field.

It’s about the stories that lie behind each and

every competition.

It’s about being driven to tell those stories.

To reveal all the tension, anxiety and emotion;

Delight in the pure joy of it all.

CBC & NHL Murals

During my time at SportsNet I was also able to art direct and execute communications briefs with SportsNet partners.

I conceptualized, wrote and designed a murals for two floors inside the CBC building in Toronto,ON.

The CBC and NHL wanted to revamp their office hallways. I created the concept "Hockey, the fabric of the Nation" where the office walls feature macro shots of team jerseys, Canadian hockey moments and Stanley Cup Champions. The walls have not been unveiled and are in production. Below are images from the photoshoot for the wall murals and production graphics.