Arizona Coyotes

Let’s be honest, there are few sports whiter than hockey. Maybe polo. Or curling. But in a state as multi-ethnic as Arizona, inclusiveness is the key to growing and sustaining the sport. This top-to-bottom rebrand took a fresh look at hockey, not as it is but as it could be—inviting Arizonans of all stripes to see themselves represented by their team by featuring them front and center in the work. It’s called “We Hockey.” Hockey para todos. Hockey the Coyotes way.