In Arizona, hockey doesn't come easy. No one learns to skate in their backyards because their pools never freeze over. And to most people, going top shelf means splurging on Grey Goose.
For 20 years, the Coyotes have had to fight tooth and nail to survive. But it's built character, passion, and separated them from the rest of the NHL crowd. And what makes the Coyotes and fans different, unites them.
In need of a new brand to match their grit and resolve, we gave the Coyotes "A Pack Apart" – a new identity package, and a rallying cry for fans.
A video to excite season ticket holders, which the Coyotes loved so much, they aired it as a spot during the 2015-16 NHL Draft.
We started a social campaign that throws tasty tidbits to hungry fans every day at three. For instance, the news of a rookie making their NHL debut.