USA HOCKEY
When USA Hockey introduced their brand-new American Development Model, they knew it would likely be controversial. Not because it wasn’t right—they had science on their side, after all—but because it was different. Parents and players across the country would have questions and develop strong opinions. Our job was to both get out in front of the potential donnybrook, but also let people know that this program would flat out work.
Creative Director: Scott Dahl
Art Directors: Patrick Weld, Peter Hahn
Copywriter: Andy Zetzman
These were a series of posters hung up in rinks across the country. Heard reports that several of them were stolen. I’ll take that as a compliment.
We created a ton of collateral for USA Hockey, including these guidebooks to help parents and coaches better understand the benefits of the American Development Model.
Part of the American Development Model was to remove checking from PeeWee (10 and under) hockey. It obviously didn’t go over well with most parents, but materials like this help eased the blow.
