Every franchise has a story. For the Sabres, that story had turned a corner and was about to enter a new era of excitement for the fan base and a defining era for the organization. Next Chapter was a natural campaign name heading into the season. Like any good story, the design could go in an endless number of directions.
To start this campaign, any campaign, we start from what we see. We use inspiration from the design world to draw concepts that execute a vision. After our design team at PicSix decided on a direction, they went to work on developing textures, fonts and color schemes that combined to create the 2015-16 Buffalo Sabres season look.
Finally, we adapted the look to hundreds of pieces of collateral, from digital billboards, social media graphics, and game day rosters to schedule magnets, video graphics, game presentation experiences, and promotional materials.
The motion design team went to work exploring ways to bring the campaign to life. Utilizing various techniques, they create a faceted style that complimented the depth and structure of the campaign. Below you will see samples from the in-arena ice projection, lower thirds and broadcast headshots.