from the ESPN Press Room,

As the National Hockey League returns to The Walt Disney Company and ESPN’s collection of television and direct-to-consumer streaming platforms, ESPN will debut a brand-new, cross-platform creative identity for its coverage. The identity combines the authenticity of legends past with the elegance of the modern game in a powerful, fluid identity, rooted in cutting edge design.

“The power of Creative Studio aligning on all parts of the NHL’s return to The Walt Disney Company and ESPN platforms is simply unmatched,” said Carrie Brzezinski-Hsu, vice president, ESPN Creative Studio. “We put together a cohesive strategy for all parts of this project – everything from design identity, animation and music to ad integration, edit vignettes and digital storytelling – that come together to evolve the overall viewing experience for fans and our partners across the enterprise.”

When developing this brand-new system, the ESPN Creative Studio team kept several goals in mind, including catering to a younger demographic and leveraging technical innovations (player tracking, AR and real-time stats), while also remaining true to the unwritten language of the game and maintaining a strong respect for the history of hockey.

“NHL is the first project of this size and scope developed within our newly formed ESPN Creative Studio,” said Ben Bieglecki, senior manager, Creative Operations.

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Below, watch the creative work.