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Overview
Context
I led branding and art direction for the Blackhawks’ International Women’s Day initiative, shaping the look and feel across social media, in-arena moments, and on-site event collateral.
Problem
The team needed a strong, unifying visual identity that honored the significance of the day while resonating emotionally across multiple platforms and audiences.
Process
I developed concept directions inspired by the daily disruptions and challenges women face, channeling that tension into expressive, impactful visuals. The equal sign became a subtle symbolic element throughout the system. I also contributed hashtag and messaging exploration to support social storytelling, while Kellie and Jordan led in-arena and environmental package production.
Impact
The campaign delivered a strong emotional presence across channels and reinforced the organization’s commitment to elevating women’s voices and stories.
Credits