Brand · Website · Social · Motion

One club.
Every touchpoint.

I built a connected brand presence for the Maine Junior Mariners—from the identity system and complete website to social campaigns, reels, recruitment materials, and the physical pieces families met away from the screen.

Maine Junior Mariners social share image with the club identity and players

Role

Brand + digital creative partner

Scope

Identity, website, social, reels, print

Audience

Players, families, recruits, community

Goal

One recognizable club at every touchpoint

The opportunity

A club needed
more than a logo.

The Junior Mariners had to recruit players, communicate with families, build community, and look credible on and off the ice. The work grew into a practical brand ecosystem: rules that protected consistency, templates that made frequent content possible, and flexible campaign pieces that could shift with the season.

01 · The foundation

Start with
a system.

The guide established the crest, alternate marks, clear space, coastal color palette, typography, and social rules. It gave the club a recognizable visual language without making every announcement look identical.

Identity overview

↗

Logo + color

↗

Typography

↗

Social standards

↗

02 · The digital home

A front door
for the full program.

I designed and built the club website so families and prospective players had one clear place to understand the program, follow updates, and take the next step. A supporting digital kit carried the same identity into email and social, consistently pointing people back to the club.

Website: Complete club experience
Digital system: Share images, email, news, calls to action
Content model: Built to change throughout the season

Maine Junior Mariners digital share image — Website + social share assetMaineJrMariners.com

04 · Motion + reels

Let the game
bring the energy.

Reels extended the system into motion—using game footage, branded framing, and fast edits to give the club a more immediate voice. Because students and media partners also needed to create content, I built controlled brand templates in Adobe Express and Canva, making the system easy to use while keeping externally produced video consistent with the club.

Junior Mariners reelPress play ↗

05 · Beyond the screen

Recruitment that
shows up.

Pull-up banners and flyers brought the same voice into rinks, events, camps, and face-to-face recruiting. Clear benefits, direct calls to action, and QR-led next steps helped each piece do more than decorate the room.