This project focused on building a brand identity for a hockey stick repair business, translating both the sport and the hands-on nature of the service into a clear, recognizable visual system.
Working directly with the client, the goal was to create an identity that felt approachable, skilled, and flexible enough to work across real-world applications.
The business had no existing brand system, so the identity needed to be built from the ground up. The logo had to communicate two ideas at once: hockey as a sport and repair as a service.
At the same time, the client responded strongly to multiple directions and preferred flexibility over a single fixed mark. The challenge became designing an identity that could support variation without losing cohesion.
Everything also needed to function in practical contexts, from business cards to everyday customer interactions.
I developed multiple logo directions that approached the concept from different angles, varying how prominently hockey elements, repair references, and character-driven visuals were used.
These explorations helped identify what felt most aligned with the business, while also giving the client options to respond to.
The identity was extended into business card designs, focusing on clarity, readability, and real-world usability. Multiple front options were created to pair with the logo variations, while the back organizes key information including contact details, services, and a QR code for quick access.
The goal was to ensure the brand translated cleanly into everyday interactions, not just as a logo.
IMPACT
The final result is a flexible identity system that reflects both the personality of the business and the practical nature of the service. By allowing for variation within a consistent framework, the client gained ownership over how the brand is used across different contexts.
This project highlights the ability to design for real-world application, balancing client preferences, usability, and brand clarity in a small business setting.
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