Montreal Force
Branding a New PHF Franchise With Power, Identity and Pride
Overview
The Ask
The Premier Hockey Federation was launching its first franchise in Quebec and needed everything from the name to the logo to the team's voice. The challenge was to build a brand that felt bold, bilingual, and deeply connected to Montreal's hockey history and women's sports culture.
The Approach
We led a full naming, branding, and identity process for the new PHF team. Our work blended sport, heritage, and strength to create a system that could be used across uniforms, merch, content, and arena design.
The creative leaned into Montreal's roots while giving the new team a look and feel that was confident, fresh, and distinctly theirs.
Key Deliverables
- Logo and brand identity system
- Primary and Secondary logos
- Jersey design and numbering system
- Type system and color palette
- Social content templates
- Season-long content strategy
- Brand guidelines and toolkit
The Impact
- Full launch across social, press, and game-day channels
- Visual identity adopted league-wide
- Brand featured in national coverage of the PHF
- At least eight jersey and merch variants developed
Services
Brand Concept
Brand Identity Development
Creative Direction
Custom Typography
Logo Development
Merchandise Exploration
Uniform Design
statistics
Jerseys Developed
Dreams of Poutine while working on this
"We wanted a powerful name to distinguish ourselves in this amazing hockey market and represent who we are across the women’s sports landscape."
