Murrayfield Racers - Brand
BRAND IDENTITY
Website Design
DIGITAL Marketing
PRINT DESIGN
ART DIRECTION
ILLUSTRATION
SIGNAGE
ICONOGRAPHY
PACKAGING
MOTION
INTERIOR SPACEWhen childhood hero and British ice hockey legend Tony Hand MBE asks you to rebrand his new team, you say “yes”.
The reinvented Murrayfield Racers came to us in 2018 with no players, no league and no brand. All they had was a famous name from the past that they were bringing back.
We approached this with a new generation of fans in mind and pushed to produce a brand identity which was more sellable and could compete on a level with teams from within not just UK ice hockey but also other sports brands.
A brand for the fans
With a nod to the historic greyhound racing roots of the original Racers in the 1960s and a strong vision to develop a bold, modern brand identity we created a memorable character at the core which the family-orientated fanbase could really get behind. We called him Rocky.
Developing this further we produced a responsive logo system and secondary logo to ensure the team had plenty of assets to work across a range of different media and surrounding assets including jerseys, merchandise, social media skins and graphics, ice rink signage and vehicle wraps.
We banged out a website, art directed the team photoshoot and launched everything with a dynamic logo reveal.
A brand by the fans
Our “fans first” approach paid off. Since the team launched in 2018, the fans themselves have produced a whole host of their own creations using our team mascot (which we also designed) as inspiration; from hair accessories, banners, cuddly toys and even birthday cakes.
This is a true sign of brand loyalty and, quite frankly, incredibly touching.
A NICE THING SOMEONE SAID“When choosing a studio to design our new brand DO were our first port of call. Working closely with them was very easy and the end product is fantastic. They have created a modern brand for our team and one that will stand the test of time.”
– Tony Hand MBE, Director of Hockey
Nice, right?