Buffalo Sabres | In-Arena & TV Graphics

2023–24 & 2024–25 NHL Seasons

I had the opportunity to lead the creative design for the 360° LED ribbon boards inside the Buffalo Sabres arena during both the 2023–24 and 2024–25 NHL seasons. Each season featured a custom 30-second animated loop tailored to evolving brand goals and audience engagement strategies.

As the official helmet sponsor of the Buffalo Sabres for both seasons, our brand had a unique opportunity to be front and center in the arena and on broadcast. To support this visibility, I worked closely with the Sabres’ marketing team to create seasonal content that aligned with promotional events, fan engagement initiatives, and long-term brand objectives.

In the 2023–24 season, the focus was on building brand recognition and reinforcing our presence throughout the arena. Alongside the core branding loop, we developed additional LED animations promoting community events hosted at the arena. These supplemental graphics highlighted our partnership with the Sabres and helped position the brand as a supporter of the local community.

For the 2024–25 season, we shifted to a more direct, action-driven message centered on our referral program. This updated creative featured a bold call to action, ensuring the message stood out while maintaining visual consistency. (see video below)

Additionally, I designed digitally enhanced rink board graphics for televised broadcasts; running twice per period for 30 seconds. These graphics took over the white boards surrounding the ice and were built to ensure brand consistency, visual cohesion, and a seamless viewer experience both in the arena and at home.

Strategic Outcome

Each element of this project was approached with careful attention to detail, blending creative storytelling with strategic outcomes to deliver a compelling and memorable visual identity across multiple touchpoints.