Carolina Hurricanes Warriors
Developed a strategic brand identity and messaging framework, positioning the Carolina Hurricanes Warriors to succeed in community outreach and teaching disabled veterans the sport of hockey.
Introduction
The Carolina Hurricanes Warriors, founded in 2019, are a non-profit, all disabled-veteran hockey team dedicated to healing, camaraderie, and community through the sport they love. Built on the belief that hockey can restore purpose and connection, the team provides veterans with a supportive environment to compete, recover, and belong. Representing strength, resilience, and the spirit of service, the Hurricanes Warriors continue to grow as a proud extension of the veteran community—both on and off the ice.
They needed a fresh brand identity and a strong strategic foundation to connect with the community and reach disabled veterans to help get them into the world of hockey.
Challenges
Building a veteran-based brand from scratch is challenging because it must honor service and authenticity while creating a fresh identity that resonates with both the veteran community and the broader public.
The final result in branding overcame that challenge by grounding every element in real veteran stories, values, and experiences, creating an identity that feels both authentic and universally compelling.
Solution
Since the Carolina Hurricanes Warriors’ formation in 2019, Old Breed has proudly stood beside them as a creative partner, designing all of their merchandise, jerseys, and social media content. From the team’s earliest days, Old Breed has helped shape the Warriors’ visual identity, ensuring every piece—whether worn on the ice or shared online—reflects the pride, grit, and unity of this all disabled-veteran team. The partnership has become a meaningful extension of Old Breed’s mission, honoring veterans through purposeful design and supporting the Warriors’ continued growth and impact in the community.
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