Client 4: The New England Nor’easters

The New Eng­land Nor’easters are a semi-pro­fes­sion­al hock­ey team with the goal of enter­tain­ing and inspir­ing fans with skilled and demon­stra­tive dis­play of tal­ent in the game. They com­pete in games twice a week and they have a full out­fit of trained play­ers with all the means to sup­port these games, both at home and away.

Just a bur­geon­ing expan­sion team at the moment, the Nor’easters have put togeth­er a ros­ter of good tal­ent, fund­ing and a local space in Prov­i­dence, Rhode Island for home games. Like many pro­fes­sional teams, they seek to play a clean game of good sports­man­ship with a high­ly com­pet­i­tive bend, but they’re also look­ing to bring hock­ey to a con­tem­po­rary light, with an edgy appeal, new and dis­tinct coach­ing styles and a slick look.

Giv­en the nature of their loca­tion and their ros­ter draw­ing from local play­ers, the expan­sion club has cho­sen the team name the Nor’easters. A Nor’easter is a spe­cific kind of storm that trav­els from the south to the north­east with arc­tic winds from the north pro­vid­ing a dev­as­tat­ing com­bi­na­tion that bat­ters the East Coast of the US through­out the entire year but are most dan­ger­ous dur­ing the win­ter months. The team and the peo­ple of the area are accus­tomed to these storms, and with the rep­u­ta­tion that their sever­ity has, along with the notion that they are com­monly thought of as freez­ing storms, it’s appro­pri­ate that the team name take on this theme to describe their feroc­ity, local dis­tinc­tion, and proud endurance.

The team describes them­selves with these five words to help visu­al­ize their brand:

• Bru­tal
• Brisk
• Whip­ping
• Vig­or­ous
• Edgy

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Context: Hockey Rink

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