Case Study

Dallas Stars



The Dallas Stars are a professional ice hockey team based in Dallas, and members of the Pacific Division of the Western Conference of the National Hockey League (NHL). In 2011, Squires & Company was selected to aid the marketing and sales teams in developing materials for the year’s theme, Get Ready. While the theme was a call to action for the fans, it was also used to give the audience a look behind the scenes and showcase the preparation the players face before a big game. In particular, the NHL website would need to be re-skinned and background images featuring several of the marquee players would need to be created along with a corporate partnerships brochure which would help the sales team advertise and sell all team and American Airlines Center advertising space.



For the website, Squires & Company created a look that utilized the 2011-2012 home game jersey color black to sleek effect. The site backgrounds juxtaposed hero images of the players with a shot of them preparing before game in a dark photo illustration style that turned the Trey Hill photographs into artful montages. Squires also designed and developed a season tracker widget for the website that would track where you were within the season in real time.

The corporate partnerships brochure Squires designed featured a high-end look by using Plike, a silky soft black paper, and the Dallas Stars logo in a gold foil stamp on the cover. The interior pages utilized image masks on the photos to create a dynamic effect while using a simple visual language for all of the copy and features. We concealed the coil binding with the cover which provided a nice finished touch to the piece. The brochure is also a great example of creating something that looks expensive while actually being fairly economical to produce. We accomplished this by printing the interior pages digitally and not having any printing on the cover itself.



The backgrounds and skin for the website helped cement the graphic look that the Dallas Stars used in 2011-2012 season. From a sales standpoint, the corporate partnerships brochure allowed the Dallas Stars’ sales team to integrate and promote the season’s theme while maintaining top-of-mind awareness with existing advertisers and potential advertisers, showcasing all available promotional opportunities.