As part of a social media module at Toronto Metropolitan University, I was assigned the NHL as a client and tasked with redesigning the brand from the ground up. The project involved rethinking the visual identity, tone of voice and social media presence before compiling everything into a full brand kit. The work covered logo development, colour palette, typography, graphic language and a set of social media templates that brought the new identity to life across platforms.
Later, back at Edinburgh Napier University, I was given the opportunity to revisit a previous piece of work and improve on it as part of a module focused on creative development. I chose to return to the NHL project and push it further, refining the decisions I had made first time around with a more considered eye. The improved version addressed elements I felt had not fully landed in the original, and the process of critically evaluating my own work and finding ways to strengthen it was as valuable as the project itself.