Saskatoon Blades

The Saskatoon Blades are a cornerstone of the city’s sports culture, with each season bringing new energy, goals, and opportunities to engage fans.

Over five seasons, I led the creative development of seasonal brand themes and campaign systems that extended across ticket books, apparel, web skins, trading cards, posters, wall decals, and in-arena graphics. Each year, we developed a distinct visual direction while maintaining brand consistency and momentum from season to season.

Seasonal Brand Evolution

2014–15 Season

The 2014–15 season, A Whole New Blue, introduced new ownership and management. The creative direction was intentionally bold and edgy, designed to signal change and make a strong first impression. I designed an eight-page season ticket book that anchored the campaign, using dynamic photo collages from the previous season to celebrate the team, fans, and game-day experience. This visual language extended into rotating web skins featuring key players and crowd imagery.

2015-16 and 2016-17 Seasons

The Believe in Blue campaigns built on this momentum in subsequent seasons, emphasizing speed, strength, and youth. Each season, I refreshed the theme design to align with the Blades’ brand goals of energy, excitement, and creating a sense of FOMO that drew fans in and kept them engaged. Layered imagery, diagonal lines, and electric graphic elements created movement and intensity across tickets, web skins, and promotional materials—capturing the atmosphere of game day and strengthening fan connection.

2017-18 Season

For the 2017–18 season, #RiseWithUs marked a return to the Blades’ classic gold and navy palette under new ownership. The creative balanced heritage with a bold, contemporary edge. Bringing back Blades gold was an intentional choice that made a strong statement of nostalgia and fan connection on the ice. Clean angled lines, staggered layouts, and high-impact typography created a larger-than-life presence, with each ticket designed as a celebration of game day and the team’s renewed direction. The t-shirt design reinforced the brand mark while incorporating iconography representing both Saskatoon and the spirit of hockey.

Celebrating 50 Years

In addition to seasonal campaigns, I designed a 50th anniversary commemorative logo, celebrating half a century of hockey memories and reinforcing the Blades’ legacy within the community.