Safety Check is a brand I conceptualized and developed to spread awareness of CTE and brain trauma from playing ice hockey. Currently the National Hockey League (NHL) does not formally recognize that you can get such long-term injuries from the sport, so this would be a charity hockey game with money going towards CTE research. Players from the Eastern and Western Conferences in the NHL would participate.

Branding

The name itself is a play on words in that throwing a hit in hockey is usually referred to as "body check." There are two versions of the logo with one being on the home jersey and the other on the away jersey. In the logo itself, the hockey stick doubles as a check mark with the cut out shape in the stick tape being utilized as a design motif throughout the branding.

Jersey Design

Both uniforms feature an asymmetrical design with abstracted check mark pattern. The main inspiration behind such a scrambled abstraction is due to how mentally scrambled one can become when dealing with brain trauma. Shoulder patches represent whether you play in the Eastern or Western Conference. The back of each jersey follows the asymmetrical motif with uneven number placement and a curved-down nameplate. These elements act as a representation of a declining mental state.

Web Design

Website providing users with information about CTE and the fundraising event. The hero is featured on the laptop, where another play on words is used. In hockey, if you are shorthanded that means you are playing with less players on the ice compared to your opponent; thus significantly handicapping your team. Those living with CTE essentially feel like they are living their life "shorthanded." Stylistically, the illustration of the player ties into what some former players have said: living with CTE causes one to feel like a cut out of themselves.

Displayed on the tablet are the symptoms of CTE in a layout similar to that of a standard hockey team game lineup, where there are multiple lines with a left wing, center and right wing. That cut out shape from the logo is utilized in different ways to represent each symptom.

Below is an animation that would appear when scrolled to on the website. It was built with code utilizing GreenSock, a JavaScript animation library.

Social Media Creative

Shown are examples of social media creative that would be used leading up to the event. Twitter would mainly consist of statistics and other quick, important information. The Instagram posts are carousels, with one providing information about the event and the other would be an ad/shop post to buy a jersey.