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There comes a time in every teams life when the big boys need to
put on their big boy brand.

The Halifax Hurricanes had a problem. For a new team their brand was old and dated.
(A paradox, nes pas?) They needed something that felt fresh and professional. Something
that was unapologetically bold and reflected the level of play they were leaving on the
A new Brand was born, positioning and all.


A logo deconstructed.

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