I worked with the New Mexico Amateur Hockey Association to develop a cohesive identity system spanning multiple teams, along with a full set of uniforms and supporting apparel.

The goal was to create something that felt unified across the organization, while still giving each team its own identity. Everything was built around a central visual anchor, then expanded into jerseys, merchandise, and additional team concepts.

The foundation of the system is the primary logo, built around the Zia symbol. The goal was to create something that felt bold and recognizable, while still tying directly to New Mexico’s visual identity and culture.

The mark combines the Zia structure with a strong, aggressive cougar head, creating a logo that works both as a standalone identity and as a centerpiece across uniforms and apparel. The circular format keeps it versatile, allowing it to translate cleanly across different applications, from jerseys to hats to digital use.

From there, I developed a full set of Cougars jerseys, focusing on a clean, classic look with strong contrast and clear hierarchy.

The striping, color balance, and logo placement were all designed with production in mind, making sure everything would hold up across different manufacturing methods. The black and white sets give the team flexibility while keeping the identity consistent and recognizable on the ice.

In addition to the uniforms, I created a range of supporting apparel to extend the brand beyond the rink.

This included hats, hoodies, t-shirts, and accessories, all built using the same core identity elements. The goal was to create pieces that feel cohesive with the uniforms, but also stand on their own as everyday wearable items.

Alongside the Cougars system, I developed a series of jersey concepts for a second team identity, the Scorpions.

These designs explore a more aggressive and stylized direction, using bold color combinations and graphic elements while still tying back to the overall system. The concept series was built to show how the broader identity could expand across multiple teams while maintaining a unified foundation.

This project is a good example of building beyond a single logo or uniform, creating a system that can grow across teams, products, and seasons while staying consistent at its core.