NHL Boston Bruins Playoffs

AMPING UP THE FAN EXPERIENCE FOR BRUINS PLAYOFFS

The Boston Bruins take a great deal of pride in the product they put on and off the ice. Making the post season playoffs is a baseline minimum the team expects to make each and every year. It is something fans in the New England area have come to expect and look forward to every season and the team typically builds on that excitement which makes for sustained success for the organization. Being fans ourselves, it is an honor for us to be a creative partner for the Bruins in their playoff initiatives. We help the organization by expanding on the creative foundation that focuses on fan engagement, in-game presentation and corporate sponsorship integration, utilizing the arena's full digital asset platform.

LIVE EXPERIENCE PACKAGE

Playoff Branding, Sponsorship Integration, Broadcast / Social & In-Game Videos, Series Matchup Graphics, Fan Engagement Animations, Static & Motion Arena Signage

CLIENT

Boston Bruins

LOCATION

Boston, MA

INDUSTRY

Sports & Entertainment

SERVICES

Creative Strategy & Direction

Creative Concepting & Execution

Video Production

Motion Graphics

Animations

Visual Effects

Graphic Design

Editing

Music & Sound Design Engineering

PLAYOFF LOGO REDESIGN

Upon entering into the 2017 Playoffs, the Boston Bruins turned to Chameleon DG to re-design the team’s playoff logo. The team wanted a new mark that visually represented a greater intensity. A brand that Bruins fans can rally around, drive excitement and subsequently increase merchandise sales. The new playoff logo platform is also allows for easy sponsorship integration. Static and animated versions were produced for various marketing initiatives.

PLAYOFF MARKETING INITIATIVES

When the Boston Bruins make the playoffs the team unveils a variety of initiatives celebrating the achievement. As a long-term creative partner, Chameleon has been fortunate to provide various fan-centric Playoff initiatives for the organization over the years that include: Playoff Logo, “Clinched” Playoff advertising (Broadcast & Digital), in-arena /exterior Playoff motion graphics signage package, social media graphics (static and animated) and pre-game open video editing & effects, immersing the audience in the passion of Bruins fans - one of the most dedicated fan bases in all of sports.

2020-2022 PLAYOFFS

Each year, playoff themes are generated by the team and act as a rallying cry for fans. As brand guardians, Chameleon DG helps define the playoff theme strategy in partnership with the organization, ultimately determining the visual direc- tion necessary for the creative suite of assets needed for the duration of the playoff run that includes visual effects for the pre-game open video, in-game matchup graphics, environmental welcome signage, and teaser videos for broadcast and social media. Below are a sampling of 2020-2022 Playoff creative examples. Themes for those seasons included: “Witness Immortal”, “Make History”, and “It’s All Of Us”.

2019 STANLEY CUP® FINALS

In 2019, the rallying theme for the team that year was “The Bruins Machine”.

To summarize the campaign concept, the Bruins Machine does not operate efficiently from a single part. It takes many parts, operating together to forge ahead and define an identity. Being and original 6 franchise with a storied history, those parts are forged from tradition and team/civic pride. Those collective forces behind this machine, are why the team pushes and fights. The strength of all the parts combined are Boston Bruins Hockey. Where winning is the only thing that matters.

The team rallied behind The Bruins Machine in 2019 making it to the Stanley Cup final against the St. Louis Blues.