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Hard Pass NYC

Visual identity for New York City's first and only hockey social club.

Visual identity
Logo design
Merch design
Social media templates
Web design
Email design

Hard Pass is a non-profit and hockey social club in New York City that was built out of a love for the game and the desire to build an inclusive community of players regardless of skill, experience or background. 

We were tasked with designing a visual identity that didn't feel like any other hockey club. They wanted something playful, something sophisticated, and something that felt like it belonged in NYC.


What we delivered were a series of dynamic compositions reminiscent of the ping pong of a pass between players or even a solo dribble down the rink. The use of bold Helvetica type across brand assets echoes the signage of the Subway system, while the oxidized copper inspired by Lady Liberty adds a distinctive accent color. Branded merchandise was crafted to foster camaraderie during social gatherings and instill a sense of belonging, while the sophisticated yet contemporary logo set serves as a welcoming beacon amidst the hustle and bustle of urban life.

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