Iowa Chops

Sometimes to get the attention of a stagnant and indifferent market you have to slap it with something a little out of the ordinary.

The rebrand from the Iowa Stars to the Iowa Chops generated a ton of interest.  Love it or hate it, if you were a hockey fan anywhere in the world you had to have an opinion.  We generated a half million hits on the new team website within 24 hours of the name change.  The rebranding, along with a new front office, helped game attendance reach a franchise record high by the end of the season.


Iowa Chops Hockey, Schlegel Sports

Brand Identity

Skills Involved


  • Illustrator


Concept and Execution: Tony Canepa