Need: Create a new brand for an organization in the midst of unprecedented change, including new building, ownership and roster.

Approach: Exhaustive research and thorough investigation led the Coyotes and Adrenalin to mutual agreement on an entirely new “look”. This included a new primary and secondary logo, home and away jerseys, word mark that highlighted a cleaner, stronger and traditional look for the team able to represent the team for years to come. However, the work was only just beginning for Adrenalin. A new brand meant a brand re-launch complete with PR efforts, advertising and internal collateral..

Result: Arizona strongly embraced the “new” Coyotes as merchandising, ticketing and sponsorship revenues all increased in the 2003-04 season.