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Bruins Advertising

Specs: Series of 4 color newspaper ads

Notes: In 2007, we were contracted to create a new branding aesthetic for the Boston Bruins. The challenge was to create a look that distanced the Bruins from their past marketing efforts, while still appealing to their core audience. Here, white was the new black. The color accents on black and white photography created drama while still keeping the overall appearance simple and clean. The stripes picked up on the new player jerseys being introduced that year. We also created the “Hub of Hockey” logo to be a bold and timeless statement the organization could utilize for many years.