Hard Pass NYC

Visual identity

Logo design

Merch design

Social media templates

Web design

Email design

UX

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. 

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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.