PWHL Team | My Site

The challenge was to design a complete professional sports identity for a fictional PWHL expansion team. The brand needed to capture the spirit of Halifax and reflect the city’s strong connection to the ocean, while also conveying a professional and competitive feel consistent with other PWHL teams. The identity aimed to build an emotional connection with fans through engaging visuals, merchandise, and an immersive game-day experience.

The Design Problem

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The Halifax Silver Fins identity combines ocean-inspired imagery with bold, modern sports branding. The central logo features a silver fish forming the letter S, symbolizing both the team name and the fluid strength of the sea. The brand extends across jerseys, apparel, and fan gear to create a cohesive, exciting experience that feels authentic to Halifax hockey fans.

The Solution

The Design Process

Research & Inspiration

I researched Halifax culture, maritime imagery, and existing PWHL branding. The city’s connection to the Atlantic Ocean inspired the aquatic theme, while pro sports identity systems guided the bold, modern direction.

Logo Development

Early sketches explored marine creatures, waves, and letterforms. The final mark evolved into a stylized fish forming an S, creating a distinctive, flexible logo.

Colour Palette & Typography

A palette of deep navy, white, and icy blue reflects both the ocean and the grit of hockey. Strong, athletic typography complements the bold logo.

Jerseys & Apparel

I designed home and away jerseys, along with fan gear like hoodies, hats, and rally towels. Each piece reinforces team spirit while appealing to a wide fan base.

Game-Day Experience

Beyond apparel, I created branded rally towels, popcorn buckets, and even a team bell small but powerful details that make fans feel part of the Silver Fins family.

Motion & Hype Video

The project culminated in a team introduction video, using bold animations and music to bring the Silver Fins to life and showcase the brand in motion.

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The Results and Key Learning

The Halifax Silver Fins branding system feels professional, immersive, and fan-focused. From the logo to the final video, every element works together to celebrate Halifax’s maritime identity while energizing fans with a modern sports brand experience.

This project pushed me to think holistically about branding not just creating a logo, but building an entire ecosystem of touchpoints. I learned the importance of designing for flexibility (logos and colours that work across digital, print, and merchandise) and how motion can elevate a brand by giving it personality and energy.

Capstone
Halifax Silver Fins

Designed for the Professional Women’s Hockey League (PWHL), this concept brand is aimed at fans in Halifax, Nova Scotia, with a focus on celebrating women’s sports, local pride, and team spirit.

For my final capstone project, I created the Halifax Silver Fins, a concept team for the PWHL. This included full team branding, logo design, jerseys, fan merchandise, and motion graphics, all brought together in a final hype video introducing the team.