Overview
During the 2025–26 season, I worked as the Graphic Designer and Social Media Manager for the Oklahoma Warriors, a junior hockey team competing in the North American Hockey League.
In this role, I was the sole designer responsible for all visual output across digital and print. This included gameday graphics, in-game updates, player features, apparel, and large-format assets. Alongside this, I partnered on a two-person social media team to drive engagement and audience growth.
The goal was to build a strong, recognizable digital identity while consistently producing high-volume content throughout the season, especially under the pressure of live games.
Opportunity
Junior hockey is extremely competitive, and a team’s digital presence plays a major role in how it’s perceived. It impacts:
Fan engagement
Player exposure
Recruitment
Overall brand credibility within the league
For the 2025–26 season, I had the opportunity to not just create content but to define the team’s visual direction. The direction we went this season included neon lights and how that integrates into the current Oklahoma brand. I created a custom logo for the season meant to look like a neon sign, similar to the one inside the locker room. We expanded the theming with neon logos for our divisional rivals and used other related visual pieces like bars and brick walls.
Gameday/Promotional Material
My Role
Title: Graphic Designer & Social Media Manager
Platforms Managed: Instagram, Facebook, X
Design Tools: Adobe Photoshop, Adobe Illustrator
Responsibilities
Sole designer for all digital and print outputs
Created gameday, in-game, and post-game graphics
Designed player features, apparel, and large-format assets
Collaborated on social strategy and content execution
Produced high-volume content under tight deadlines
Maintained brand consistency across all platforms
This role required me to think beyond individual posts and focus on building a full system that could hold up over an entire season.
1. Developing a Seasonal Brand Identity
For the 2025–26 campaign, I created a neon-themed visual identity that was used across all social platforms.
This included:
Neon lighting effects
Gritty textures, metal bars, and structural elements
A stylized version of the Warriors logo specifically for social media
The goal was to create something bold and instantly recognizable, something that stood out in feeds and felt different from other teams in the league.
This identity carried across every type of content, making the brand feel consistent and intentional all season long.
Strategy & Execution
2. Building a Scalable Design System
With the volume of content required in hockey, I focused on creating repeatable systems rather than one-off graphics.
This included:
Templates for gameday, score updates, and player features
Consistent typography and layout structures
Clear visual hierarchy for fast readability
This system made it possible to move quickly while still maintaining a high level of design quality.
3. High-Volume Content Under Pressure
Gamedays required fast turnaround and constant updates.
I was responsible for:
Real-time in-game graphics
Final score posts immediately after games
Player highlights and announcements
Promotional and branded content
The challenge was keeping everything consistent and polished, even when working under tight deadlines. Every post still needed to feel like part of the same brand.
4. Audience Growth & Performance
Over a three-month period (January 1st-March 31st):
1,986,537 total Instagram views
54.3% of those views were from non-followers
29,766 profile actions
+21.2% increase from October. This ensured accuracy, professionalism, and alignment with league standards.
In addition, out of 34 teams in the NAHL, the Warriors ranked in the top 10 across all social media platforms (Instagram, Facebook, X, and TikTok).
The non-follower percentage shows that content was consistently reaching new audiences, which is key for both fan growth and player visibility.
This growth was driven by:
Strong, recognizable branding
Consistent posting
High-energy game content
Player-focused storytelling
Key Campaign: Military Appreciation Weekend
One of the biggest moments of the season was Military Appreciation Weekend. Some things I did for this event are:
Designed the team’s themed jerseys
Created a full set of matching graphics and branding for the weekend
Ensured all visuals aligned with the military theme while staying true to the Warriors brand
This was a major success both visually and from a marketing standpoint. The team sold out the arena on night two of the event, showing the direct impact that strong branding and promotion can have.
2025-26 Season Graphics
Impact
Results:
Nearly 2 million Instagram views in 3 months
The majority of non-follower reach (54.3%)
21.2% increase in profile activity
Top 10 social media presence across the NAHL
Beyond the numbers, the Warriors built a strong, recognizable identity that stood out across the league.
The Military Appreciation campaign also demonstrated how design and marketing can directly influence real-world results, including a sold-out game.
Reflection
This role pushed me to operate at a higher level as both a designer and a thinker.
It strengthened my ability to:
Build full brand systems from scratch
Design at a high level under pressure
Balance speed with quality
Use data to evaluate performance
I’ve always been passionate about both hockey and design, and this role brought those together in a real way. It showed me how much impact strong visuals can have, not just online, but in creating real engagement and energy around a team.
