Hockey by Design
My role: art direction, illustration, marketing promotions, social media manager
Supporting the expansion of Hockey by Design's retail arm, the Hockey by Design Market, I have created over 100 original products including apparel, posters, stickers and drinkware patterns, accounting for 85% of the top 20 revenue producing products. Through close analysis of both industry trends and shopper data, including location, frequency, and types of items purchased, I was able to create a catalog of products that has garnered attention from NHL alumni, media personalities, and industry creatives.
The Market has seen a year-over-year increase in return customers by 30%, and a 56% increase in sales attributed to marketing efforts.
Four of my illustrated posters of iconic goalie masks were also shown on exhibition in February 2019 as part of a local artist series in Allston, MA.
I would happily own a whole series of these shirts if I could afford to.
- Jen Conway (@NHLhistorygirl)
@HockeyByDesign shoots... and SCORES!!! Sensational 24”x 36” screen goalie mask poster just framed and ready to hang.
- Tom O'Grady (@GameplanChicago)
ADDITIONAL SOCIAL BUZZ
Upon being promoted to assistant editor of the site, I also took ownership of the site's Instagram strategy and began assisting with overseeing editorial content, email promotions and other social channels.
Within the first week of managing the site's Instagram feed, engagement increased by 923%, and followship more than doubled within 3 months. Through organizing contests with NHL legends like Andy Moog, or implementing weekly features like #MaskMonday, Hockey by Design's social presence continues to grow on a daily basis.
By staying abreast to social fads and trending topics, many Tweets have received viral responses and engagement from industry influencers and news outlets like Goalie Gear Nerd, Jeff Marek, NBC Sports, and NHL Network.