The Las Vegas Flying Aces
ECHL Team
Media Design MFA Thesis Project, Full Sail University
Project Summary & Client Problem
The thesis project selected was to create an ECHL expansion team located in Las Vegas. The brand personality and experience was to be created from the ground up, as a simulation proposition to a client interested in funding such a team. By conducting extensive research, receiving continuous feedback, and iterating each idea, the brand ultimately embodied a retro aviation style for a modern family audience, and titled the Flying Aces. This project serves as an answer to the client’s problem, determined as a desire to “instill community pride in Las Vegas while maximizing brand loyalty and sales through an ECHL team.”
Brand Vision Board
The vision board for the Las Vegas Flying Aces was the basis for which all media pieces of the brand were created. Though the vision board evolved based on feedback and research (old vs new), it was refined to emulate a snapshot experience of the brand and its basic elements.
Logo Development
Based on research and desired brand personality goals, the logo started from many ideas and faced multiple iterations before arriving at the most effective solution. The colors were established during logo development, assisting in finding logo viability.
Multimedia Development
With several chosen media assets, each was drafted on paper to explore the various ways each different piece could easily connect with one another, including between print and digital media.
Media sketches
Print Media / Letterhead Package
Letterhead, Envelope, Business Card
Social Media
The social media posts were designed to emulate examples of the encouraging brand voice and tone while utilizing the same graphical elements found in the logo. While each piece of media has different measurements, they maintain the same style and balance in their posts as well as proper brand voicing.
Team Uniform Jerseys
Like the print pieces, the team uniforms are designed with a “winged” dynamic to refer back to the logo and brand personality. Each leaves proper space for various player/team sponsor patches, as often found throughout the ECHL.
Merchandise and Swag Items
The merchandise of the Flying Aces was designed around its retro aspect, using callsign patches as a customization piece on hats and bomber jackets along with the different logo options. Because it is a new brand, each large piece of merchandise includes the tagline “Ace the Ice” to maintain connection between the brand logo, team name, and ice hockey.
Oliverio Graphics 