As the creative lead for the $1.6 billion+ investment project, I oversaw the development of the Seattle Kraken brand identity; the naming, logos, visuals, narrative, voice, etc.

With my background and expertise in the world of pro sports, I was brought onto the team in early 2019 with these main responsibilities:

• Be the internal voice in the brand identity development.

• Lead the strategy and execution of the brand launch (strategy, website, videos, managing agencies and freelancers, working with the NHL, Adidas, corporate partners, vendors, etc.)

• Lead all creative operations for day-to-day needs.

• Build a brand that is true to the city & the sport that it represents, while also having narrative depth that can be explored and continue to grow.

From early stages of the naming process to the extremely successful brand launch in July of 2020, I was one of only a few that were heavily involved every step of the way. It was an amazing opportunity that made a big impact in both the world of sports and Seattle.

Beyond naming, branding, and launching the hockey team; in that same time period we also announced the Palm Springs AHL team, named & branded Climate Pledge Arena, launched multiple ticketing campaigns, broke ground on the training facility/offices, launched a retail store, etc.