the Mission

Design a heartfelt and powerful brand identity for Hockey & Hounds — a charitable foundation created by John and Christine Tortorella to honor the memory of their beloved dog and support organizations that care for neglected and abused animals. The goal: build a logo and visual system that balances compassion with strength, resonating with both the hockey community and animal advocates.

the Execution

I designed a custom logo that serves as both a tribute and a rallying symbol. The mark blends warmth and grit, capturing the emotional core of the foundation while maintaining a bold, professional tone. Inspired by the bond between people and animals, the logo is built to feel personal yet powerful — strong enough for the hockey world, and tender enough to speak to animal welfare.

A tailored color system supports the brand’s dual nature — grounding tones paired with uplifting accents to reflect resilience, empathy, and action. Typography was chosen for its balance of structure and approachability, helping reinforce the foundation’s credibility and emotional impact. The identity was extended across merchandise including t-shirts, sweatshirts, and quarter-zips — designed to turn supporters into advocates and drive awareness beyond the rink.

Tactical support

Logo Design + Branding System + Typography +

Apparel Design

Tools of the trade

Illustrator + Photoshop + Indesign