Adrenalin served as the Coyotes “go to agency” for marketing material development in the organizations early years. But it was after the Great One, Wayne Gretzky, became owner that Adrenalin’s relationship would become known across the country. Gretzky brought a new attitude to the team and with it came the need for a more hockey centric logo. Adrenalin presented the case that heavy research would be necessary to determine if a new logo would be well received by the fans. The study was launched and through online surveys and intense focus groups, the new Coyote logo family and entire uniform designs were introduced.

The result

In the months that followed, jersey sales exceeded expectations and the logo, referred by one hockey expert as the top 5 of all time, launched the Gretzky era.

“With a new ownership group, a young nucleus of talented players and a new arena under construction, we looked to Adrenalin to create a strong identity built on the tradition and history of our franchise. Adrenalin created the perfect brand and uniform designs for our new direction.”
– Brett Rogers | Former Vice President