SHL50 - The Swedish Hockey Leagues 50th Anniversary Season

For SHL’s 50th anniversary season, I partnered with the league’s communications team to develop a visual identity that balanced heritage with a modern, forward-looking expression.

A key challenge was working within SHL’s already strong brand while ensuring the anniversary felt distinct and meaningful. The concept needed to respect the league’s history and represent all clubs fairly, while still feeling premium and contemporary. We solved this through collage-based photography and refined gold elements to create a modern jubilee expression.

The identity was rolled out across arenas, digital platforms, and physical products, supported by a design asset kit for external partners.

The project reinforced the importance of deep historical understanding when working with culturally significant brands, which is something I would love to invest even more time in at the start of a similar project.