The Icepack Hockey project was initiated through my involvement as a player on the team. The 2018-2019 season I was named the Head of Social Media for the team, and spent that season creating graphics and content for the team's Instagram and Twitter accounts. By the end of that season we had grown a following and wanted to distinguish ourselves with a custom brand, jerseys, and merch to create another revenue stream for the player-funded team. I then created the logo and brand 'Icepack Hockey' to use with our social media content for that season. The organization has since grown to having a dedicated media team since the 2020-21 season, which I oversaw and shared the branding guidelines with for them to use at their discretion.