A 2023-24 Carolina Hurricanes season look anchored to one phrase: "Cause Chaos." Frenetic, ransom-note energy designed to live in-arena, on social, and on Vu's 180-degree LED build for Media Day.
The Carolina Hurricanes' 2023-24 season was built around a single phrase: "Cause Chaos." The brief was to translate that idea into a motion language - frenetic, unpredictable energy that still felt anchored to the established Canes look, not a stylistic detour from it.
Tonal balance was the whole game. Push too far and the work loses its NHL polish. Stay too safe and the theme reads as marketing language, not a brand position.
We pulled inspiration from outside hockey. Suspense and neo-noir film grammar gave us the cut energy. Ransom-note typography gave us a visual shorthand for chaos that still composed cleanly inside the existing brand system.
The result was a system that reads as "the Canes, but unhinged." Anchored to the season's established look, but built to surprise.
A season look built to feel like chaos. On brand.The Flannel · for the Carolina Hurricanes
We delivered the full season toolkit: in-game headshots, matchups, prompts, logo loops, and a social media motion package that gave the two channels visual cohesion. Editor-ready handoff for the Hurricanes' in-house team to deploy across the season.
We also built dynamic videos for the Hurricanes' Media Day - designed around Vu's flat-plus-180-degree LED wall configuration. A bespoke build for a one-of-a-kind activation surface.
25-minute intro call. Bring your brief. We'll bring a perspective.
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