For the 2024 NHL All-Star Game, held at Scotiabank Arena in Toronto, the design team sought to create a vibrant graphic identity that celebrated the city’s rich hockey heritage while appealing to a younger, energetic audience. The visual system aimed to enhance the fan experience and bring a fresh, modern aesthetic to the league’s marquee event.

The NHL needed a graphic system that balanced tradition and modernity: it had to honor Toronto’s hockey legacy while delivering a youthful, celebratory energy for fans attending the All-Star Game. The challenge included creating visuals that highlighted the league’s brightest stars, energized the arena atmosphere, and resonated across digital and physical touchpoints.

The final graphic palette drew inspiration from Toronto-based streetwear brand Drew House, incorporating pops of red, yellow, and blue with a modern, punchy style. This approach amplified the visibility of star players, reinforced the game’s festive atmosphere, and infused the event with a sense of youth and excitement that connected fans to both the city and the league.