2025 Stanley Cup Playoffs
Key Art + Visual System
Art Direction, Design
The Assignment
The Stanley Cup Playoffs required a flexible, round-by-round key art system that could adapt in real time as teams advanced, schedules shifted, and partners activated across platforms.
The mandate remained consistent: the Stanley Cup at center stage, recognizable star players, and a cinematic presentation capable of scaling across every round and execution.
The Execution
I designed and operated a modular key art system that could be updated overnight as series concluded, often preparing multiple outcomes in advance so partners never had to wait for assets or clarification.
Across the playoffs, I handled all player compositing, versioning, and delivery independently while also building complete toolkits for every possible series outcome, which included all digital assets to cover a full round of games for each series.
Files were constructed using smart objects and shared PSDs so teams and partners could safely update logos, players, dates, and copy without breaking the system. This allowed me to stay available for last-minute needs while ensuring consistency and accuracy across hundreds of live assets that were running at any given moment.
Alternate matchup builds created in advance, allowing full conference final toolkits to be delivered immediately once broadcast assignments were confirmed, without altering the core system.
Additional SCope
Beyond key art, this system supported a wide range of broadcast, digital, and partner executions, including toolkits for media partners, broadcast graphics, digital advertising, influencer packaging, and platform-specific assets across TNT, Max, CNN, B/R, and third-party partners.