Premier Hockey Federation official rebranding
Women's professional ice hockey league located in the United States and Canada
Art director and designer. creator of DESIGN SYSTEM—LOGO—SUBSIGNS—FONTS—PATTERNS—GUIDES—MERCH—SMM—KITS. Sports Design Studio Quberten, SEP 2021
In the fall of 2021, the major women's ice hockey league in the US and Canada, formerly known as the NWHL (National Women's Hockey League), introduced a new name — Premier Hockey Federation. The decision to change names gave the federation an opportunity to make a social statement by removing gender from its title.
In billing the change “No Labels, No Limits,” the federation also focused on having its new title be more inclusive by respecting the various gender identities of its players and fanbase.
Thanks to a full-fledged design system a bold and progressive PHF statement, even by the standards of the USA, has an appropriate visual embodiment.
Photos: PHF (Toronto Six, Connecticut Whale, Metropolitan Riveters, Minnesota Whitecaps, Michelle Jay) and Athleta