The Arizona Coyotes needed to articulate their vision and ambition: To be a future-proof hockey team. As the NHL’s youngest team, located in the desert, and with no legacy baggage holding them back, our task was to give The Coyotes a new, modern edge that mirrored the big bets they’re taking on diversity, inclusion, and culture. From diverse leadership hires to a robust youth hockey presence, it was time to push this initiative from inside the franchise to the ice.

The Arizona Coyotes rebrand is an invitation to a more inclusive vision of the NHL, all launched through a design-led brand refresh.

We democratized the sport of hockey, opening doors to anyone and everyone, by focusing on one key word:

“WE”

Hockey for all.

Hockey The Coyotes way.

The complete redesign started with the team’s logo and colors. We brought the beloved Kachina logo back to the forefront in a palette informed directly by colors found in the Arizona landscape and the broad spectrum of communities who call AZ home. The Kachina mask itself became an element that we used to quickly and graphically invite Arizonans, and the broader Southwest, to be a part of the team.

The top-to-bottom redesign worked in tandem with films and photography used across a multitude of channels, serving as a tribute to the diversity of its people and the place. Shot on location across Arizona, the work featured real Arizonans from across the spectrum, bringing new and unexpected faces into the outward representation of the team and brand. No criteria. No casting call. Just real people, languages, beliefs, genders, and backgrounds, presenting a new vision of hockey as it should be.