Women in Hockey Night ‘25
Role: Art Direction and Visual Design
Challenge
As part of the Seattle Kraken's Common Thread program, PitchBook sponsored the team's Women in Hockey Night celebration to recognize women leaders across the Puget Sound region. The creative challenge was to build a cohesive event campaign around a custom Kraken logo created by artist Marisol Ortega while thoughtfully integrating PitchBook's brand identity across every touchpoint.
Approach
Using Marisol Ortega's artwork as the creative foundation, our Brand & Creative team explored ways to merge the vibrant visual language of the Kraken campaign with PitchBook's own brand system. The resulting design approach celebrated the unique identity of the event while maintaining a consistent and recognizable PitchBook presence across digital and physical experiences.
In parallel, our Events & Partnerships team collaborated with the Kraken to honor local women leaders during the event. We developed a dedicated landing page featuring each honoree's biography and portrait to create a digital destination that complemented the in-arena experience and extend the celebration beyond game.
Throughout the project, I collaborated with a cross-functional team of designers, writers, editors, and project managers to deliver a unified creative system across every channel.
Outcome
The final campaign brought together web, print, and environmental graphics into a cohesive brand experience celebrating women in leadership throughout the Puget Sound community. The project reinforced PitchBook's community partnership with the Kraken and created a memorable and authentic event experience by thoughtfully blending two distinct visual identities and supporting the stories of the featured honorees.
promotional materials
Landing page
Table topper sign
Social carousel
🏒 As a proud partner of the @seattlekraken, we’re committed to fostering inclusivity and supporting the advancement of women across industries. That’s why we’re honored to sponsor Women in Hockey Night—a celebration of women’s contributions in hockey, business, and leadership.
✨ This night is an opportunity to recognize incredible women who inspire change within their organizations and communities. Here are our 2025 honorees:
🔹 Miriam Chambliss, Vice President & General Counsel at @virginiamasonfranciscanhealth
🔹 Ali Daniels, Senior Vice President, Marketing at the @seattlekraken
🔹 Kelly Goodejohn, Chief Social Impact Officer at @starbucks
🔹 Kara H. Hurst, Chief Sustainability Officer at @amazon
🔹 Jolene Marshall, Chief Legal Officer at @smartsheetplatform
Each of these leaders shared their thoughts on the impact of mentorship, the changes they hope to see for women in their fields—and how they how they champion change in the workplace. Explore their insights at the link in bio. 🔗
🏒 As a proud partner of the @SeattleKraken, we’re committed to fostering inclusivity and supporting the advancement of women across industries. That’s why we’re honored to sponsor Women in Hockey Night—a celebration of women’s contributions in hockey, business, and leadership.
✨ This night is an opportunity to recognize incredible women who inspire change within their organizations and communities. Here are our 2025 honorees:
🔹 @Miriam E. Chambliss, JD, LLM, CHC, Vice President & General Counsel at @Virginia Mason Franciscan Health
🔹 @Ali Daniels, Senior Vice President, Marketing at the @Seattle Kraken
🔹 @Kelly Goodejohn, Chief Social Impact Officer at @Starbucks
🔹 @Kara H. Hurst, Chief Sustainability Officer at @Amazon
🔹 @Jolene Marshall, Chief Legal Officer at @Smartsheet
💡 Each of these leaders shared their thoughts on the impact of mentorship, the changes they hope to see for women in their fields—and how they how they champion change in the workplace. Explore their insights: [insert link]
Climate Pledge Arena has two Winformation Walls on opposite ends of the suite level of the arena. Each wall is 35' wide, with 98,000 individual flip-discs. The PitchBook creative team creates and manages animation sequences shown on the wall in partnership with the Kraken team. Below is the animation we storyboarded and animated for this theme night.