K-Wings Season Design
For 7 hockey seasons I have provided creative direction through a distinctive design aesthetic that sets the Kalamazoo Wings apart. For the 2025–2026 season, I introduced the “Through the Lens” campaign, a deliberate shift toward authentic, fan-focused storytelling. Moving away from overly designed graphics, this season’s look leans on high-impact photography and simplified messaging to capture the energy, emotion, and atmosphere of a K-Wings game, as seen through the eyes of the fans who make it all possible.
Kalamazoo Wings Hockey Club
Year
2025
October
November
December
January
February
May - Sept
October
November
The 50th K-Wings Hockey Season Begins
The 51st K-Wings Hockey Season Design Discovery Begins
Only a month into the current season, planning for the next one begins. I start by setting key milestones and creating a shared inspiration board where the creative team can contribute ideas. From there, we refine the concepts into three distinct design directions to explore further.
Season Design Options Are Presented
Drawing from our discovery insights, I developed three moodboards to explore potential season aesthetics. After a collaborative team vote and discussion, we aligned on one direction to refine further. The “Illustrated Style” felt approachable for families and new fans but lacked distinctiveness. The “Beveled Style” was clean and professional yet a bit understated. The “Game Film” version offered strong social media potential, though leaned slightly retro. Ultimately, we advanced the Game Film concept, modernizing it to deliver the energy and excitement we wanted fans to feel.
Season Design Final Moodboard is Presented + Approved!
After collaborative discussion, I evolved the Game Film concept into “Through the Lens”, a modern, photo-driven campaign centered on authentic fan energy. By simplifying our messaging and leaning heavily on high-impact photography, we shifted the focus from design-heavy graphics to the real people and emotions that make the K-Wings experience unforgettable.
Season Ticket Sales Begin
Even before the current season comes to a close, we’re already launching the first wave of sales materials for the next one.
Season Preparation
When the players step off the ice for the summer, that’s when my work ramps up. From May through October, I lead the creative development for the upcoming season, producing all 36 home game packages, schedules, ticket campaigns, sponsorship signage, and every imaginative request from the sales team (yes, even garage fridge wraps). During this fast-paced stretch, I manage a detailed production timeline to keep projects on track and maintain the file-sharing systems that keep our creative team organized all season long.
