From a strong vision to a clear identity.

Through a series of conversations, we clarified what Hockey Media Belgium should stand for:

A classy media brand for the hockey obsessed, combining data and facts with stories and emotion.

That statement became the foundation for everything that followed.

I explored two possible directions for the identity.

One leaned into a retro-modern aesthetic, using black and white photography, stamp marks, and bold typography. The other focused on a more refined and editorial feel, combining classical type with strong colours and subtle illustration.

Although I had a good sense of which direction would resonate most, exploring alternatives helped clarify what made the final choice feel right.

With the direction established, the work became an exercise in balance.

I explored different combinations of logos, typography, and colours to find the right relationship between trust and excitement, tradition and modernity.

The final identity combines a distinctive monogram, classical typography, and a bold colour palette into a system that feels both established and energetic.

The identity was designed to work across articles, match graphics, and social content while maintaining a clear and recognizable voice.

HMB taught me that people often understand what they want. They just need help expressing it.

Once we had a shared direction, every design decision became much simpler.