NHL Winter Classic posters
For the 2024 Winter Classic, the NHL’s annual outdoor hockey game, I was hired to work alongside the team at the NHL to illustrate 3 posters. Embracing the nostalgia of hockey’s outdoor roots, the posters highlighted hockey in its purest form. The work was advertised in Seattle’s local bars and outdoor spaces, and was handed out to the community at local fan events. Along with local marketing, the paintings were shared across digital platforms, reaching hockey fans worldwide.
Thank you to the amazing people at the NHL (Peter Bottini and Maddy Cooper), the Kraken, and the Golden Knights for the enthusiasm and desire to create something unique for this event!
The Creative Process
in 5 steps
While meeting with the NHL about the process, they decided they wanted to see four rough ideas for the poster. We also discussed what they wanted the poster to achieve. Ultimately, the main goals were to highlight Seattle, the team’s premiere players, and to embrace hockey’s roots. With those ideas in mind, I provided the first round of sketches.
1. Rough sketches
After conversation and collaboration between myself and the NHL, we moved forward with revisions on sketch #3. First, we decided to alter the piece to a daytime setting to match the time of the game. Next, we simplified things and removed all but one Kraken tentacle. Lastly, I added a few details in the foreground to unify the scene and push the storytelling.
2. revised sketch
Revised Sketch
Initial Sketch
Once approval from the NHL was reached on the revised sketch, it was time for the color comps (also known as a color map or color sketch). I started with the color for the original poster, and then adjusted the Vegas and Seattle variants accordingly.
3. Color Comps
The type for the original poster needed to reflect the style guidelines set forth by the creative team at the NHL; the type for the variant posters needed to reflect the Winter Classic team branding/uniforms; and the type for all three needed to work as one cohesive project.
4. Type Options
After type refinements and many hours of painting, the posters were approved and sent to print!
