New York Islanders 2023-24 Identity
Role: Creative Lead / Brand Storytelling
Scope: Brand positioning, narrative development, creative direction, identity storytelling
Overview
At a pivotal moment for the organization, this project redefined how the brand shows up emotionally — not just competitively. The goal was to create a cinematic identity film that captured the team’s cultural DNA and unified legacy, present performance, and future ambition into a single narrative.
This was not positioned as a “hype video.”
It was developed as a core brand asset designed to anchor the season’s storytelling across marketing, digital, in-arena, and internal culture.
The Problem
The brand faced a subtle but critical challenge:
Deep history and loyal supporters
Growing need to connect with a younger, culture-driven audience
Competing in an entertainment landscape where attention is earned emotionally, not just through performance
The organization risked being seen as respected, but not magnetic.
Core Question:
How do we express an identity that honors legacy while feeling urgent, modern, and emotionally powerful?
Strategic Insight
We shifted the focus from showcasing what the team does to expressing who the team is — grit, unity, pride, and emotional intensity. The film would serve as the emotional foundation of the brand, not just seasonal content.
Creative Objective
Create a high-impact identity film that:
Reinforces pride among existing fans
Signals a bold, modern cultural presence
Unites players, fans, and organization under one emotional narrative
Positions the team as a mindset and community — not just a roster
Single-Minded Message:
This is an identity you belong to.
Creative Approach
The film was crafted to feel cinematic, visceral, and human.
Key Creative Choices:
Tight emotional close-ups to humanize athletes
High-intensity performance moments to communicate grit
Crowd and community imagery to reinforce belonging
Music-driven pacing to create emotional build
Visual storytelling over explanation — feeling before information
The tone balanced toughness with inspiration, avoiding corporate polish in favor of authenticity and cultural energy.
Role
Lead this as a brand positioning initiative, not a production task.
Framed the film as a foundational brand asset for the season
Aligned marketing, creative, and leadership around a unified identity narrative
Advocated for emotion-first storytelling over statistics or promotion
Defined the tone and visual language to reflect organizational values
Ensured the work connected brand, culture, and performance into one system
This project set the emotional direction for future content — creating consistency across campaigns, social, and in-arena storytelling.
Impact
2.4× engagement vs. standard highlight content
68% completion rate
+21% lift in identity-based fan sentiment
Became the anchor asset across campaigns, digital, and in-arena
Adopted internally as a culture-setting piece