Px3 AMP started with a hockey player asking what youth hockey would look like done properly: consistent schedules and arenas, trained professionals, and safety equipment — including a concussion-risk-reducing mouthguard — taken seriously.

In partnership with WS, we built a brand for a program rolling out across Canada and the USA: shield mark, jerseys, website, stationery, and an infographic system that makes the development model legible to parents in one glance (one week of AMP training versus six full-ice games is a compelling chart).

The identity carries the program's tone exactly — determined, confident, and built around the kids on the posters, not the logo.