SEATTLE KRAKEN

“Whatever consulting company the NHL and Seattle used, everyone else should too.” -Lee DeLapp, Fox Sports Radio

Consider this Kraken released. A $1.6B project with brand tentacles including Climate Pledge Arena, Northgate Ice Centre, and Coachella Valley Firebirds. I served as Brand Lead for the duration of the project’s development and launch. What started as a global pandemic, became an opportunity to design and execute a completely digital launch strategy at an unprecedented scale in sports.

“The expectation that we all have about Seattle at this point, is that everything they do is going to be new, is going to be progressive, is going to surprise a lot of people.” -Jeff Marek, Sportsnet

Brand Unveil Hero

Go on. Dive in.

This video served as the primary brand reveal for the Seattle Kraken. It saw over 15 million views across owned media channels and was featured in countless news broadcasts and other outlets. Role: Creative Strategist & Producer

“The video reveal was worthy of team co-owner Jerry Bruckheimer, the legendary Hollywood producer who featured Kraken monsters in his ‘Pirates of the Carribean’ movies.” -Forbes

Launch Date Reveal + Teaser

This video began with a top secret fishing mission off the coast of Port Townsend with local fishery New Day Fisheries. Scott Kimmel and his family had little idea that they would soon be all over the news. This teaser video for the Seattle Kraken unveil set the stage for a sports-starved world to consume our brand launch. It generated over 3 million views across owned media channels and was featured in numerous news broadcasts. Role: Writer & Director.

“For this was the moment when the hockey world re-invested itself in trying to figure out what NHL Seattle would officially start calling itself. As of 1:30 a.m. ET, the video had already amassed 1 million views in addition to more than 10,000 retweets and more than 23,000 likes.” -The Athletic

Living Brand Book

SeattleKrakenHockey.com was the immersive brand experience for the Seattle Kraken. This microsite was designed to tell the story, captivate its viewer and drag them further into the deep…dive of the brand. It saw over 20 million visits in its first 24 hours. Role: Copywriter & Brand Lead

“[The team] created an extensive narrative to outline the ‘why’ to casual fans, not just of hockey but of popular culture, that helped them gain a share of voice that launches of these type sometimes lack.” -Joseph Favorito via AdWeek.

“Have you read what they wrote about the logo?…Give those writers a standing ovation for that.” -Jim Moore, ESPN Seattle.

Brand Box

This brand box complete with a message in a bottle was designed to give the recipient chills. It has been distributed to thousands of Kraken deposit holders and hundreds of social media influencers. Role: Copywriter & Creative Strategist

“I think the anchor is dope and I like the color scheme. I think the Seattle Kraken did it right here.” - Pat McAfee, The Pat McAfee Show

Influencer Introduction

This fun collaboration project was the first piece of content our millions of livestream viewers saw when they tuned in to learn the name of their hockey club. We worked with influencers from around the city, the country and the sport of hockey to give our fans a warm welcome to the brand. It kicked off a robust run of show featuring five hours of live digital “Deep Dives” with various executives and personalties of the club and league. Role: Writer & Director

“The @NHL releases the KRAKEN in SEATTLE! The most metal sounding name in Hockey since the @NJDevils!” - Kevin Smith, Director

Welcome to the League

We worked with all 31 other NHL franchises and their social teams to write this Group Chat style video that welcomed us to the league. This video was the ultimate collaboration with the league and was shared by every single club. Role: Copywriter & Creative Strategist

Name Reveal Speech

Right after the big moment…the video reveal has just ended around the country, the logo banner unveiled to all of the arena workers in attendance, VP of Marketing Heidi Dettmer takes the stage to tell the story of the Kraken for the first time in public and its relevance to the region. Role: Writer & Speech Coach

SightSEAing with Fitz

Team Broadcaster Everett Fitzhugh goes on a quest to learn about the history, culture and people of the PNW in this Northwest Emmy award winning series. Role: Creator