BEARD-A-THON – GROW ONE FOR THE TEAM
PHILANTHROPIC BRANDING AND MARKETING
Designing a brand to connect fans with hockey charities. SCROLL FOR CASE STUDY
Growing a playoff beard has been a mainstay of the NHL hockey playoffs for players and fans for decades.
In 2008, the agency I was a full time creative at conceived of Beard-a-thon, a fundraising platform for the select charities of NHL teams in the playoffs. Once a team is on board they encourage fans to “Grow one for the Team” and obstain from shaving. Fans upload a “before” photo of themselves to the website for their friends and family to sponsor in their name for the charity.
I was asked to design the inaugurial logo, website, marketing materials and social media graphics to promote the effort.