Harvey’s x National Hockey League
3 NHL Digital Rink board Ads for Harvey’s Canada during the 2023 NHL Playoffs.
I had the pleasure of working directly with the NHL to design 6 rink board ads for Harvey’s Canada. These rink board ads where displayed during the NHL Playoffs in 2023 and where digitally broadcasted onto the boards during the games, meaning they where seen on TV but not within the rink itself.
Constraints & Considerations
Due to the scale and complexity of this project, the NHL imposed some non-negotiable design constraints along with some Considerations to help guide me in development. These constraints where to ensure the design remained as simple as possible while still relaying the marketing message to the viewer. Here where some of the constraints:
The animated boards can only be 30 seconds long with a maximum of 3 seconds of animation in the beginning
The design must be on a floating white background
Maximize the height of the boards for sake of messaging
Bold and large but simple text is impactful
Consider animation introduction north/south (top/bottom) – only available in end zone takeovers (zone 1 & 2 and zone 4 & 5)
Consider brandsell, product integration & campaign messages
Consider different creative for different periods
Ensure clear space between zones
Consider corners of rink as a potential focal point for message/visuals when stitching zone 1 & 2 or Zone 4 & 5 (animated boards)
