NHL All Star 2024

Partnering with Justin Bieber’s fashion brand Drew on a graphic system is a recipe for new and energetic ideas, and thats exactly what transpired through the creative and execution process to make NHL All Star 2024 come to live in Justin’s home city of Toronto.

Filled with unique and fun elements, the system built upon the Drew aesthetic and ethos, and pushed it forward all while celebrating hockey and the hockey obsessed city of Toronto. A bright, youthful and unapologetic design language was applied throughout the entire Scotia Bank arena, in partner hotels and fan experiences throughout the city.