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Chicago Blackhawks Loyalty Program
Chicago Blackhawks Loyalty Program
Chicago Blackhawks Loyalty Program
Chicago Blackhawks Loyalty Program
Company
Company
Chicago Blackhawks
Chicago Blackhawks
License
License
NHL
NHL
Role
Role
Manager, Creative
Manager, Creative
Context
Context
The Blackhawks began exploring a new loyalty program, starting with a wide departmental ideation phase that later narrowed into a focused RFP and early-stage concept testing.
The Blackhawks began exploring a new loyalty program, starting with a wide departmental ideation phase that later narrowed into a focused RFP and early-stage concept testing.
Problem
Problem
The team needed a clear brand direction, messaging framework, and visual starting point before the project could advance to research and focus groups.
The team needed a clear brand direction, messaging framework, and visual starting point before the project could advance to research and focus groups.
Process
Process
I contributed across multiple fronts: leading brainstorm sessions, shaping presentation decks, establishing the initial branding tone, and developing early logo mark concepts for testing. A major part of my role involved copywriting and editing—defining names, taglines, messaging angles, and narrative framing for the program.
I contributed across multiple fronts: leading brainstorm sessions, shaping presentation decks, establishing the initial branding tone, and developing early logo mark concepts for testing. A major part of my role involved copywriting and editing—defining names, taglines, messaging angles, and narrative framing for the program.
Impact
Solution
Impact
A set of branding and messaging concepts that provided structure for the RFP process and served as the foundation for focus group evaluation.
A set of branding and messaging concepts that provided structure for the RFP process and served as the foundation for focus group evaluation.
Sports
Sports
Systems, Toolkits & Scalable Design Ops
Systems, Toolkits & Scalable Design Ops
Credits
EVP, Marketing
EVP, Marketing
Eryn McVerry
Eryn McVerry
VP, Marketing
VP, Marketing
Adam Kempenaar
Adam Kempenaar
Director, Public Relations
Director, Public Relations
Lyndsey Stroope
Lyndsey Stroope
Director, Player Marketing
Director, Player Marketing
Mike Horan
Mike Horan
