CROSSICE DEVELOPMENTS

FROM SKETCH TO SUCCESS: SHAPING CROSSICE DEVELOPMENTS INTO ALBERTA'S PREMIERE HOCKEY TRAINING BRAND

CLIENT: CROSSICE DEVELOPMENTS

INDUSTRY: YOUTH HOCKEY COACHING AND SKILL DEVELOPMENT

SERVICES PROVIDED: LOGO DESIGN, GRAPHIC DESIGN, WEBSITE DESIGN, BRAND DEVELOPMENT

TIMELINE: ONGOING COLLABORATION SINCE 2018

THE CHALLENGE

In the summer of 2018, Chance Szott, founder of CrossIce Developments, approached Dynamic Graphics & Design to help bring his vision of a premier hockey coaching and development organization to life. With no existing brand identity and only a rough sketch of a logo, we were tasked with creating a full brand experience that would capture the energy, strength, and excitement of Canadian hockey while setting CrossIce Developments apart as the go-to resource for youth hockey training in Alberta. Specific challenges included:

No existing branding: CrossIce Developments had no branding beyond a rough sketch of a logo.
Tight timeline: The project required a quick turnaround, with only two weeks to design and launch the initial website before the upcoming hockey season.
Target audience diversity: The brand needed to resonate with both individual players and parents, as well as minor sports organizations across Alberta.

THE SOLUTION

Logo Design & Brand Development: Chance came to us with a sketch that hinted at his vision for CrossIce Developments. From this initial concept, we crafted a bold and dynamic logo that represents the physicality and determination of Canadian hockey. Incorporating the iconic Maple Leaf and hockey stick, we developed a unique red to symbolize strength, energy, and athleticism—essential values of both CrossIce Developments and the sport it serves. This process also included establishing the brand’s typography and color palette, which continues to define CrossIce’s visual identity.

Graphic Design: Our team created digital and physical assets that brought the brand to life. From social media graphics to marketing flyers, we provided a consistent and cohesive look across all platforms. This was essential for engaging with CrossIce’s target audience, especially as the brand expanded its online presence. As part of the ongoing retainer, we continue to design materials that reflect the evolving needs of CrossIce Developments.

Website Design: Initially designed to generate leads and introduce CrossIce Developments to the market, the website needed to reflect both Chance’s unique insight as a former player and the organization’s innovative approach to hockey training. Launched under tight time constraints, the original site delivered immediate results by positioning CrossIce as a leader in the youth hockey coaching space. In 2022, we performed a full refresh, adding new interactive elements such as an online booking system and further aligning the site with the company’s matured branding.

Brand Evolution: CrossIce Developments’ brand has evolved naturally as the company grew. The core values of innovation, perseverance, and supportive learning have remained central to their identity, while the brand continues to mature with a strong, recognizable visual presence. As a result, CrossIce Developments has solidified its position as the premiere hockey training organization in Alberta.

RESULTS AND IMPACT

Premier status: CrossIce Developments is now recognized as the leading hockey training and development organization in Alberta.
Growth: The company has expanded to a staff of 8 professionals and maintains a busy year-round training camp schedule.
Increased Visibility: With a solid online presence, CrossIce Developments has seen an increase in client acquisition and brand awareness.
Client Satisfaction: The transformation of CrossIce from a startup to a top development company in Central Alberta is a testament to the long-term impact of our partnership.

CONCLUSION

The collaboration between Dynamic Graphics & Design and CrossIce Developments is a powerful example of how effective branding and design can drive the success of a growing business. By transforming an initial concept into a fully developed brand with a strong online presence, we helped CrossIce evolve from a startup into the premier hockey training organization in Alberta. The long-term partnership and continued development of CrossIce’s brand and digital platforms demonstrate the value of creative consistency, strategic design, and ongoing support. Our work with CrossIce Developments highlights the capability of Dynamic Graphics & Design to turn visions into reality and build brands that thrive.

WHAT CHANCE HAD TO SAY

“On behalf of CrossIce Developments, it has been a privilege and honor to work alongside Dynamic Graphics & Design since our beginnings over six years ago. We would not have been able to gain traction nor maintain our growth trajectory without their expertise, creativity, and attention to detail. The uniqueness and feel of our brand that our clientele witness is second to none and captures what we do at CrossIce. Through this, we’ve been able to transform our brand from a start-up business to one of the most sought-after athletic development companies in Central Alberta.

The range of promotional products—from website construction to logo design and business materials—stands out not only for the quality but for the level of service delivered. Troubleshooting is prompt, ensuring minimal downtime. Their designs flow incredibly well while containing the ‘pop’ that every business owner desires when their logo meets the public’s eye. We are incredibly fortunate to have them in our corner.”

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