This project was done in the Spring of 2019. It was a hypothetical project as part of an assignment on case studies and brand revitalization. As a major hockey fan, I dove in headfirst with the goal of breathing new life (and profitability) into the National Women’s Hockey League. After lots of research on realistic budgeting, local traditions, and the current fanbase, I cultivated a new name and brand direction with the goal of bringing the NWHL closer to to the current scope of the NHL.