Seattle
Kraken
Seattle had been waiting decades for the return of a hockey team, and in 2018, the NHL made it official: the city would get a new franchise for the 2021–2022 season. Excitement exploded as fans speculated on the team’s name and identity. I joined the effort as one of the lead creatives outside the NHL, collaborating directly with team stakeholders, Adidas, and agency partners to help shape the Kraken’s brand, voice, and fan experience. From the start, our goal was to deliver more than a name—we aimed to launch a fully immersive campaign that resonated with the city, the league, and beyond.
Role
Type
Client
Agency
Senior Art Director
Creative Direction, Brand Development, Identity, Activations
Seattle Kraken
Perch
Over 18 months, we explored everything from Seattle’s hockey history and fan culture to arena renovations, merchandise, and local partnerships. The final identity honored the city’s past while creating something entirely new. The “S” logo nods to the 1917 Stanley Cup–winning Metropolitans, with deep ocean blues and a hidden tentacle that hints at the Kraken lurking beneath the surface—fierce, mysterious, and made for Seattle.
