Canucks 50 — Max Young — Creative Director & Brand Strategist

I'm Max, a Creative Director and Brand Strategist based in Vancouver, BC. I build brands rooted in research and strategy across sports, outdoor and mission-driven organizations. Through strategic insight and bold creative, I help brands connect authentically to their audiences.

APPROACH

CV

Vancouver Canucks50 Seasons

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Vancouver Canucks
50 Seasons Campaign
 Concept Development
 Creative Direction
 Graphic Design

In collaboration with the Canucks internal creative team: Kevin Kinghorn, Morgan Fox, Kailey Thirlwell, Delaney Lee, & Pouya Peiravi
Illustrations by Nada Hayek
Launch spot done in collaboration with Rethink.

THE CHALLENGE

For the 50th season, the Canucks’ brand needed a campaign that could turn a milestone year into a lasting brand moment. One that deepened the franchise's connection with fans across generations rather than just marking an anniversary.

THE INSIGHT

The Canucks have one of the most diverse brand histories in the league,spanning countless jerseys, logos, colourways, and eras. A challenge when trying to create a unified 50 year celebration. But rather than shy away from that inconsistency, the opportunity was to lean into it, letting fans celebrate their favourite unique eras of Canucks history.

THE APPROACH

A brand strategy, design system, and logo were built to carry that idea across every fan touchpoint for the season, positioning the Canucks not just as a team celebrating a milestone, but as a franchise with 50 years of history and identity worth investing in as a fan. The design system was also built with longevity in mind, giving the organization a flexible visual language to draw on well beyond the anniversary season.

THE RESULT

The campaign won the NHL's 2020 Stanley Award for Marketing Campaign of the Year, recognizing it as the league's strongest brand marketing effort that season and reinforcing the Canucks' brand equity at a pivotal moment in