PRESENTATIONS

After a deep dive into the Ft. Lauderdale area, and looking at the Florida panther itself, albeit elusive and somewhat endangered, it became apparent that a compelling story here was a challenge. Even the team itself lacked a sense of heritage from a hockey perspective. The approach to this re-brand became focused on the military qualities and characteristics, from a design language point of view, as the billionaire owner, Vinnie Viola, has quite the extensive military background. As graduate of West Point, and a second lieutenant in the U.S. Army who served with the 101st Airborne Division at Fort Campbell,  his background and story drove our inspiration to meld the military and panther aspects into the re-brand.

Jason Weeks / Designer

Client / NHL / Florida Panthers / adidas