OREILLY
Menu
Marc-André Fleury 500 Career Wins
Marc-André Fleury 500 Career Wins
Marc-André Fleury 500 Career Wins
Marc-André Fleury 500 Career Wins
Company
Company
Chicago Blackhawks
Chicago Blackhawks
License
License
NHL
NHL
Role
Role
Manager, Creative
Manager, Creative
Context
Context
I led the full creative for Marc-André Fleury’s 500th win celebration with the Chicago Blackhawks, handling all design across in-arena displays, retail materials, social media, digital content, on-site activations, and the official commemorative shirt.
I led the full creative for Marc-André Fleury’s 500th win celebration with the Chicago Blackhawks, handling all design across in-arena displays, retail materials, social media, digital content, on-site activations, and the official commemorative shirt.
Problem
Problem
Within less than a week turnaround, the team needed a unified visual direction that honored Fleury’s milestone, resonated with fans, and worked seamlessly across both physical and digital touchpoints.
Within less than a week turnaround, the team needed a unified visual direction that honored Fleury’s milestone, resonated with fans, and worked seamlessly across both physical and digital touchpoints.
Process
Process
I explored themes tied to Fleury’s identity and legacy, ultimately centering the creative around his nickname, “Flower.” I developed concepts, designed cross-platform assets, and built variations tailored to arena screens, retail environments, and social formats.
I explored themes tied to Fleury’s identity and legacy, ultimately centering the creative around his nickname, “Flower.” I developed concepts, designed cross-platform assets, and built variations tailored to arena screens, retail environments, and social formats.
Impact
Solution
Impact
A cohesive celebratory identity anchored by a signature shirt featuring a sakura-inspired flower constructed from hockey sticks—playful, symbolic, and immediately recognizable to fans.
A cohesive celebratory identity anchored by a signature shirt featuring a sakura-inspired flower constructed from hockey sticks—playful, symbolic, and immediately recognizable to fans.
Sports
Sports
Integrated Creative & Campaign Direction
Integrated Creative & Campaign Direction
Credits
VP, Marketing
VP, Marketing
Adam Kempenaar
Adam Kempenaar
Director, Fan & Partnerships
Director, Fan & Partnerships
Brian Dahm
Brian Dahm
Director, Events
Director, Events
Brian Howe
Brian Howe
Manager, Events
Manager, Events
Lauren Biehl
Lauren Biehl
