Elevate designed the 2022 NHL Winter Classic at Target Field, immersing 38,619 fans in a Minnesota-inspired frozen experience. In the coldest game in NHL history, 38,619 fans welcomed the New Year at –6°F, surrounded by a visual experience inspired by the “Land of 10,000 Lakes.”

The event required a design system that could withstand extreme weather, reflect Minnesota’s deep winter traditions, and create a cohesive look across a wide range of outdoor elements. It also needed to evoke warmth, nostalgia, and local pride despite the harsh conditions.

Elevate crafted a design language inspired by classic regional knits, weaving that texture and pattern throughout every touchpoint—from on-field décor to the digital program. This unified approach tied together the event’s lakeside motifs and outdoor activations, creating an immersive environment that celebrated Minnesota’s culture while elevating the NHL’s signature winter spectacle.