For this NHL coverage pitch, TNT wanted a bold, unconventional approach that steered clear of the usual ice and hockey puck references. The brief was a fresh visual identity for the sport. The challenge was conveying hockey's intensity without leaning on the imagery every hockey package already uses.
The design draws from the sport's richer visual language: player kits, skate marks, team logos, and gear textures. Expressive typography and dynamic layouts carry the energy and motion of the game, delivering a visceral take built from deconstructed elements of the rink rather than its clichés.
