OVERVIEW: Rookie Road expands the brand into the world of hockey through a collection of interactive print, packaging, and fan-focused designs. The project explores how sports education and fan culture can come together through engaging physical experiences, from learning the fundamentals of the game to celebrating the traditions and excitement surrounding hockey. The collection includes a hockey playbook, interactive rink magnet set, ticket packaging, custom box design, Stanley Cup poster, and themed M&M’s packaging. Together, each piece creates a cohesive experience designed to make hockey approachable, exciting, and visually engaging for both new and longtime fans.
MEDIUM: Photoshop, Illustrator, print design, packaging design
ROOKIE ROAD: Rookie Road is a sports subscription service designed to encourage users to feel comfortable while learning about sports. It promotes a safe space for anyone to learn without feeling judged. In addition, Rookie Road was created for all sports around the world. Rookie Road is not just for men; it is a gender-neutral learning platform. To encompass the brand's gender-neutral goals, the elements created all have a plain color scheme to match the logo of the respective sport.
