Arizona Coyotes

‘A Pack Apart’

Creative direction, storytelling, and art direction for the Coyotes’ 2015 marketing re-brand. Aiming to shed years of uncertainty and poor fan engagement, the team asked us to help them move in a new direction.
I served as creative lead on a team that developed a brand new voice and visual language to support a change in both ownership and team mentality.

The work was highlighted by Fox Sports, ESPN, and USA Today.


Agency: 160over90
ECD: Tammo Walter
CD: Kyle Arango, Sean Wood
Copywriter: Nick Micale