Dixie Hockey Co. Original Southern Hockey Brand

Custom Artwork and Design Shaped Dixie Hockey’s Distinct Look.

"Vintage by design."

The old-school neck tags for DixieHockey weren’t just a production detail — they were an intentional graphic design element that helped carry the brand’s visual identity through to the smallest touchpoints. The typography, layout, and material choices reflected the brand’s vintage-inspired look, reinforcing authenticity. By treating the neck tags as designed artifacts, not afterthoughts, they became a critical part of the brand’s storytelling and overall presentation.

"Expanding Dixie Hockey’s Brand Appeal Through Creative Social Media."

Social media played a key role in expanding the reach and personality of the DixieHockey brand. By creating original, culture-driven content — from clever hockey sayings to lifestyle-inspired visuals — Dixie Hockey was able to strengthen its southern hockey identity and deepen its connection with the audience. Creative posts helped extend the brand beyond apparel, turning it into a relatable lifestyle and cultural movement.

Penhorn Type
"Building Cohesion Across DixieHockey With Purposeful Type Design"

Penhorn was a custom typeface I designed to inject fresh energy and character into the DixieHockey brand. Developed with bold, graphic forms and strong readability, it was built to be versatile across multiple applications — from apparel graphics to marketing materials and social content. As part of the broader graphic design system, Penhorn helped unify the brand’s visual language. Even when it wasn’t a natural fit, I used strategic design choices to seamlessly integrate it, reinforcing a consistent, recognizable identity across every touchpoint.

In-House IP
Brand Within a Brand

A major part of DixieHockey’s evolution became the stories and original IP developed within the brand. Concepts like Rink Bros, Space City Hockey, Saucesquatch, and Sticky Icky Stick Wax allowed the brand to move beyond apparel and into a broader cultural space. These narrative-driven ideas opened new areas of creative exploration, helping to build a world around the brand rather than just a product line. Ultimately, developing and expanding these IPs shaped the way I now approach storytelling, brand architecture, and creative development across future projects — creating layered, ownable identities that can grow across different industries and platforms.

"Extending Brand Reach: The Power of Hats in Lifestyle Branding"

Hats are often the marquee item in a brand like this, acting as one of the strongest tools for building recognition and visibility. In a lifestyle-driven line, a well-designed hat not only extends the brand’s identity but also turns everyday wearers into ambassadors. For DixieHockey, the hat designs played a key role in pushing the brand outward, creating instant, recognizable touchpoints with a broader audience.