Las Vegas Argonauts

The purpose of this project was to build a cohesive and authentic brand for a sports team from the ground up—one that reflects the identity of the city, resonates emotionally with fans, and instills pride and unity among players. The brand was designed to serve as a unifying symbol, creating a lasting connection between the team, its community, and its culture.

Develop a clear brand strategy that defines positioning, core messaging, and competitive differentiation.

Establish a distinct brand personality through intentional voice, tone, and narrative direction.

Create memorable and adaptable taglines that reinforce the team’s identity and values.

Design a versatile logo system that works across digital, physical, and environmental applications.

Produce merchandise mock-ups that translate the brand into tangible fan experiences.

Create a campaign framework that activates the brand and strengthens emotional engagement with fans, players, and the city.

Hockey fans span the globe, and every one of them deserves the chance to experience the electrifying thrill of live hockey. A new ECHL expansion team is here to make that a reality, delivering the action, intensity, and passion of the game to fans who live for it. This is hockey at its finest—a chance for every fan to be part of the excitement. The game they love is here, and it’s theirs to experience.

Adobe Creative Suite and hand-drawn sketches

This project earned the Program Director’s Award for Presentation of Design Solution in recognition of its strategic clarity, cohesive brand execution, and effective communication of design intent. I was also selected as Valedictorian, reflecting consistent leadership and academic achievement throughout the program.