Brand Launch
Releasing the Kraken: A Brand Launch for the Ages
In July 2021, "NHL Seattle" transformed into the Seattle Kraken, unveiling a name, logo, and brand identity that captivated the city and the hockey world—without a single leak stealing the thunder. With no coaches, players, or hockey operations staff yet aboard, a resourceful brand and marketing team took on the challenge of making waves and anchoring the team's presence in the community.
Drawing on my graphic design and photography background, I helped create the imagery that introduced the Kraken to Seattle: casting models, scouting photoshoot locations and developing concepts aligned with marketing goals. Those visuals became the backbone of early marketing campaigns, social media content, email and more.
Roles: Creative Direction, Photographer, Editor, Graphic DesignerÂ
Jersey Launch
September 2021—Seattle was ready to meet its first NHL hockey jersey- or sweater, as I learned. The goal was to showcase the jersey around the city, targeting a younger audience in urban areas. The photos would be used in various advertising campaigns to promote jersey sales, ticket deals, and more.
Experienced in creative direction and photoshoots, I was appointed to cast models, scout strategic photoshoot locations, and develop original concepts that were aligned with brand and marketing goals.
Experienced in creative direction and photoshoots, I was appointed to cast models, scout strategic photoshoot locations, and develop original concepts that were aligned with brand and marketing goals.
Roles: Creative Direction, Photographer, EditorÂ
Pre-Season Player Photoshoot
September 2022—Ahead of their second season, the marketing and brand team needed photo assets to use throughout the coming season for various purposes, including corporate sponsorships, social media assets, email campaigns, and website artwork.
The marketing and brand team took to the sea and partnered with a local Seattle tugboat company to use as the setting for photo and video asset capture.
The marketing and brand team took to the sea and partnered with a local Seattle tugboat company to use as the setting for photo and video asset capture.
Roles: Creative Direction, Photographer, Editor
Alternate Jersey Launch
December 2022: The NHL's Reverse Retro tradition came to Seattle for the first time. The Kraken honored the Seattle Ironmen, a 1940s team whose players doubled as workers supporting the World War II effort, a fitting nautical connection.
Tapping on our corporate partners, we climbed aboard a fishing vessel docked in Seattle's harbor, with the cityscape in the background, on a misty, gray Seattle day to photograph the turquoise retro jerseys.Â
Tapping on our corporate partners, we climbed aboard a fishing vessel docked in Seattle's harbor, with the cityscape in the background, on a misty, gray Seattle day to photograph the turquoise retro jerseys.Â
The campaign later expanded from the city to the mountains to reach a younger audience. Roles: Creative Direction, Photographer, EditorÂ
Alternate Jersey Re-LaunchÂ
January 2023 - Continuing the promotion of the Reverse Retro alternate jersey, the marketing and brand team decided to extend its brand strategy to a younger audience, spanning from an urban aesthetic to a snowy outdoor scene in the middle of winter. To achieve the contrasting ends of urban and outdoor, we traveled to the mountains in the morning and to the city at night. Capturing both video and photo media, we provided the alternate jersey with a fresh look for the marketing team to build on and drive Reverse Retro jersey sales across social media, web, email, and printed in-store ads.
Roles: Creative Direction, Photographer, Editor
Brand Initiatives, 2024 to 2025
