2025 NHL Stadium Series Graphics Case Study
Objectives/Requirements
Objectives
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Create a custom animation package for the 2025 Stadium Series, one of the NHL’s biggest events of the year.
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Incorporate elements honoring the traditions and character of The Ohio State University, the host venue.
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Work with the NHL’s in-house creative team to develop visuals that make the production feel like a one-of-a-kind event, created and programmed in a way that was special.
Requirements
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350+ deliverables across more than 20 board sizes
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On-site editor to manage adjustments and new content leading up to game day
Discovery/Concepting
Our team had previously worked with the NHL team on a Winter Classic graphics package, so when it came time to get started, we were able to dive right in. We had multiple planning calls with both their day-to-day team and creative group to ensure we were aligned from the outset.
We delved deeply into research, examining previous Stadium Series graphics to find inspiration and avoid repetition, while exploring Ohio State traditions, campus landmarks and the ways the Columbus Blue Jackets and The Ohio State University identities intersected.
An early site visit to Ohio Stadium allowed our team to scout screens and identify the most impactful placements. It also provided the opportunity to meet with the venue’s scoreboard and display operators, making sure we understood everything about their preferred formats, naming conventions and workflows so that implementation would be seamless.
Coordination and Storyboarding
Storyboarding was crucial in ensuring the graphics package remained cohesive and on-brand. Using collaborative project management tools, we worked closely with the NHL’s team to keep the process smooth despite a packed calendar and tight deadlines.
Our strong relationship and well-established plan allowed us to work independently when needed, keeping the project on track without overwhelming their staff.
One challenge was balancing the Ohio Stadium elements with the teams playing there. With the visiting Red Wings predominantly red, we had to carefully honor the venue while still making it feel like an event in the Blue Jackets’ home city.
The branding itself was on the minimal side compared to previous NHL events. With fewer textures and graphic elements, we leaned on clean lines, logos and OSU stripe patterns — which ultimately streamlined consistency and the review process.
Creation
Initial Creation
Once we had approved storyboards, our team started building the complex 3D elements, such as the stadium and cannons in Cinema 4D, with Redshift rendering. For 2D animations, Adobe After Effects was used for the heavy lifting, supported by Illustrator and Photoshop for still graphics and templates.
The largest challenge was scale: Ohio Stadium has over 20 different board sizes, each requiring multiple versions of content. To manage this, we relied on template-based workflows and advanced versioning tools, ensuring accuracy and efficiency across more than 350 deliverables.
On-Site Work
For game week, we deployed a portable graphics workstation with a remote syncing system, enabling our on-site animator to deliver new content on-site and from our studio. Collaboration with the NHL, Van Wagner and OSU staff was seamless, with final adjustments locked in ahead of puck drop.
“Working side-by-side with such great partners made it easy to hone in on the final looks and prepare for gameday.” – James Miller
Results
Watch James's Recap From the Event.
The atmosphere inside Ohio Stadium was unforgettable. From emotional moments on the ice to a high-energy intermission performance from Twenty One Pilots, the 94,000+ fans in attendance, the second-largest crowd in NHL history, were treated to a show that matched the energy of the Blue Jackets’ 5–3 victory.
The response was overwhelmingly positive. NHL staff, fans and even OSU administrators praised the final graphics package, which consisted of 350+ assets across 20+ boards.
This project not only pushed our creative and technical capabilities but also strengthened our ongoing partnership with the NHL. The end result was a graphics package that elevated one of the league’s premier events and showcased the true excitement of outdoor hockey in Columbus.
