The 2019 Winter Classic marked the first non-football event in Notre Dame Stadium. The challenge was to build a design system derived from campus architecture and Irish heritage while adding a modern twist. Utilizing a dynamic tartan pattern the system could flood heavy or break simple to allow for messaging or team branding. Knitting the whole scene together, was eight custom player shamrocks highlighting legends for both the Bruins & Blackhawks. The Bruins came out victorious 4-2 in front of a sellout 76,000 sellout crowd in South Bend, marking another successful start to the hockey New Year.
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NHL Winter Classic Branding: NHL Creative Services + Fanbrandz
Chicago Blackhawks & Boston Bruins Team Branding: Adidas
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South Bend Venues: Notre Dame Stadium, DoubleTree South Bend, Aloft South Bend,
Chicago Venues: Winter Classic Park (Millennium Park), Chicago House of Blues (New Years Eve Bash pres. by New Amsterdam), JW Marriott
All work presented as part of the team at Infinite Scale.
