Florida Panthers — Brand System Development
Evergreen Visual Identity
Overview
As part of the evolution of the Florida Panthers’ evergreen visual identity, I helped expand the brand’s graphic toolkit through a collection of new marks, simplified brand elements, and supporting imagery. Built upon existing Panthers iconography and brand equity, the system was designed to flex across apparel, textiles, environmental graphics, digital content, and recurring brand communications. I then helped translate the system into ongoing applications, including the team’s pre-season game tune-in series.
Design Approach
The system was developed around flexibility, recognition, and connection to the Panthers’ existing identity. I created original secondary marks and reworked elements from the established brand toolkit into simplified forms designed to remain recognizable across a wide range of scales and applications. I also developed realistic panther imagery inspired by the team’s leaping-cat iconography, using Midjourney and Gemini as part of the image-development process to translate familiar brand cues into a more dimensional visual language. The resulting toolkit creates a flexible foundation that can adapt across both evergreen and campaign-driven communications.
Secondary Marks & Brand Elements
Tune-In System
REMAINING TUNE-INS DROPPING SEPT 24-26