Need: Develop and launch a team brand to a region unaccustomed to hockey and professional sports in general.

Approach: Through an extensive exploration process, Adrenalin assisted the organization in identifying hot buttons for the region, as well as the preferred team personality of the ownership and senior management.   It was determined that the Sundogs – an optical sunspot phenomena common and familiar to the region - would balance characteristics common to Arizona (desert, heat, etc.) with a timeless, clean and traditional feel that owed a great deal to hockey’s Original Six.

This positioning would carry itself through team logos, uniforms, marketing collateral, website and media efforts.  The team would juxtapose hockey tradition and education with elements and lifestyle components of Northern Arizona. 

Result: The Sundogs are off to a wildly popular start, already ranking in the upper half of league leaders in ticket sales and sponsorship revenues. All of this was accomplished just six months before the first game.  Further, the consistent branding and attention to detail in all marketing initiatives also mean increased brand equity and recognition at decreased expenditures.