New York Islanders
“This is Isles Nation / We Go To Work”

R/GA partnered with the New York Islanders and I was tapped to help rebrand and evolve the brand’s visual language, bringing the “Isles Nation” platform to life through a bold, content system rooted in Long Island pride. Inspired by the region’s blue-collar spirit, diverse fandom, grit, and hardworking culture.

The video work demonstrated how the new identity could translate into dynamically, ownable content across multiple platforms. The visual language for social, added an overlay of icy grit and distressed textures, giving the Islander’s internal team a clear creative blueprint for producing content that feels distinctly Islanders—tough, local, and built to last.