Tampa Bay Lightning by Spencer and Shannon

---

CLIENT

A professional sports organization that plays hockey for the NHL in Tampa Bay, Florida. Their audience is primarily people 18 to 55 years old who are Tampa Bay sports enthusiasts but extends to all sports and hockey fans throughout the world.

---

BRIEF

A design strategy that increases brand revenue through ticket sales, merchandise, and sponsorships. The challenges faced were designing for a nontraditional team in a nontraditional market. 

---

APPROACH

Our process was informed by research of Tampa Bay’s culture, history, and people as well as NHL history, specifically the Original 6. Our concept was to create an epic myth that tells the story of how hockey came to southern Florida. A story that children grow up with and captures the elusive fan. Created was the god of lightning and sea who came from the north and settled in a land where lightning battles the waves, freezing the water with his lightning trident. He created a team of athletes, rulers of lightning and masters of the frozen water.

Shannon and Spencer undertook an exhaustive research process as part of this Tampa Bay Lightning project. Their task was not inconsiderable: how do you make a compelling presentation of a product that is a cultural anomaly AND is yet one more entry in an already crowded regional entertainment market? The scope of their research and exploration allowed them to develop a creative solution that was bold, unique, and grounded in the practical challenges of the assignment. Congratulations to them both for a job very well done. — John Hartwell, instructor at Portfolio Center