2017 NHL Draft

The Chicago Blackhawks hosted the 2017 NHL Draft at United Center, held over two days – Friday, June 23, and Saturday, June 24, 2017. The 2017 event was the first time the Blackhawks and the city of Chicago hosted the NHL Draft, and the organization collaborated with the NHL to create a variety of new and innovative experiences to enhance the event, including a Draft Fan Fest that was held outside the United Center. A record of more than 47,000 fans attended the draft festivities over the weekened. The Blackhawks Creative Team was tasked with creating and the identity and branding for the Fan Fest, while also collaborating with the NHL on the ticket sales campaign, and event day design and activation.

The Draft Fan Fest branding was inspired by recognizable elements to the city of Chicago, with skyscrapers from the downtown skyline sitting at the top of the event logo. The custom type was developed as a homage to signage found in the Theater District, supported by the six-pointed star pattern as a reference to the city's flag.

The Blackhawks Creative Team constructed the advertising campaign, which highlighted past Blackhawks draft picks and aerial imagery of the Chicago skyline in the familiar colors of the brand. Both print and digital channels were utilized in the campaign to create awareness, spark engagement and conversion, resulting in a record 47,000 fans attending the weekend's festivities.

The Blackhawks brought signature elements from its game night production into the draft festivities inside the United Center, having renowned singer Jim Cornelison start the event with his signature rendition of the national anthem. The club also utilized franchise icons Patrick Kane and Jonathan Toews as part of its first round selection announcement.