Overview
During the 2024–25 season, I worked as the Graphic Designer and Social Media Manager for the Long Beach Sharks, a junior hockey team competing in the North American Three Hockey League (NA3HL). This was my third season with the organization.
In this role, I was responsible for designing all digital, print, and web graphics for both the junior team and youth programs, while also managing day-to-day social media operations across Instagram, X, and Facebook. I also provided real-time in-game coverage throughout the season.
The primary focus of the season was maintaining a high-volume content output while transitioning the team’s visual identity into a more structured and simplified system
Opportunity
Junior hockey organizations rely heavily on social media as their primary communication and engagement tool. This includes:
Game updates and live coverage
Player announcements and features
Promotional and organizational content
Community-facing communication
For the 2024–25 season, the opportunity was to refine an evolving visual identity while improving consistency, readability, and speed of execution across all platforms.
This season also served as a transitional point in the Sharks’ branding direction, moving away from a more experimental style toward a more unified and professional system.
2024-25 Season Graphics
My Role
Title: Graphic Designer & Social Media Manager
Platforms Managed: Instagram, Facebook, X
Design Tools: Adobe Photoshop, Adobe Illustrator
Responsibilities
Designed all gameday, score update, and announcement graphics
Created promotional and web-based assets for junior and youth programs
Produced print materials for organizational use
Managed daily posting, scheduling, and captions
Delivered live in-game social media updates
Collaborated with coaching staff and management on team communications
This role required balancing fast turnaround times with visual consistency across a high-volume content schedule.
Strategy & Execution
1. Evolving the Visual Identity
The season began with a more expressive visual direction, incorporating graffiti textures and brick wall elements during the offseason branding phase. As the season progressed, the style shifted toward a cleaner, more structured system.
This included:
Simplifying layouts for clarity and speed
Reducing background complexity
Standardizing typography to a single primary font system
Increasing reliance on team logos as key visual anchors
This transition helped move the Sharks’ content toward a more professional and consistent identity.
2. High-Volume, Real-Time Content Production
A major part of the role was maintaining consistent output during game days and throughout the season.
This included:
Live score updates during games
Final score graphics immediately post-game
Player highlights and announcements
Promotional and informational content
The challenge was maintaining speed without sacrificing visual alignment or readability under time constraints.
3. Managing Social Media & Communication
Beyond design, I managed the day-to-day social media presence.
Responsibilities included:
Posting and scheduling content across platforms
Writing captions and game updates
Monitoring engagement and audience response
Ensuring the accuracy and timeliness of all information
This helped maintain an active, consistent presence throughout the season and kept fans engaged in real time.
4. Supporting Junior & Youth Programs
In addition to the junior team, I also designed for the Sharks’ youth organization.
This required:
Adapting designs for different age groups and audiences
Maintaining visual consistency across multiple levels
Balancing additional content demands without sacrificing quality
The goal was to ensure both programs felt unified under one cohesive identity.
Key Moment
One of the defining moments of the season came on October 26, 2024, when the Sharks defeated the #1-ranked Northeast Generals 7–6 in overtime after battling back from a deficit.
This game became a standout moment for the organization both competitively and socially, driving strong engagement and reinforcing the importance of real-time content execution during high-impact games.
2024-25 Season Graphics
Impact
Maintained a consistent high-volume content output throughout the season
Improved clarity and structure of the team’s social media presence
Supported both junior and youth programs with a unified design system
Helped transition the Sharks toward a more refined and professional visual identity
Established a stronger foundation for future branding evolution
Reflection
This season marked an important transition in my design approach within a live sports environment.
It helped me:
Adapt a visual identity mid-season without disrupting consistency
Improve efficiency in high-pressure, real-time design situations
Balance multiple audiences across junior and youth programs
Refine the relationship between speed, clarity, and visual system thinking
More importantly, it served as the bridge between a more experimental design phase and a more refined, structured approach that carried into the following season.
