U18s in Kaunas: Fuelled by Optimism
Following our previous work with ice hockey (U20s – 'The Realest’ and ‘The Bravest’ National Team’) – we shifted focus this year to the U18s for the IIHF World Championship IB division, hosted right here in Kaunas.
Now, Kaunas is proud of its remarkable modernist architectural heritage. Proper UNESCO-listed beauty, and the smart folks (shout out to Professor Marija Drėmaitė!) call it the ‘Architecture of Optimism’. "All those smashing round shapes, bold decisions, that buzzing, forward-looking energy... It immediately struck us how much that resonates with junior ice hockey! The speed, the fearlessness, the sheer energy and potential – it’s optimism in motion, not to mention the round shape of the puck. So, we adopted the ‘Optimism’ concept for the championship’s visual identity and communication. We also took a slightly different approach with the team photoshoot, moving away from the standard game-face portraits.
Project Manager: Kęstutis Lingys
Photos by: Themba Wahlstrom
Copywriter: Kotryna Lingienė
Art Director & co-producer: Andrius Vaškevičius
Design: Kristupas Kalabuchovas
Players: Mykolas Škadauskas & Pijus Pranskevičius
Industry
Sports
Client
Hockey Lietuva & IIHF
We delivered
Creative Direction
Communication Design
Copywriting
Event Promotion
SoMe Management
VISUAL DIRECTION
The visual language developed was built around rounded shapes found in modernist architecture, as well as bold yet youthful typography and a high-contrast color palette to compliment the photography style. The photography style itself became a key element in the look&feel of the campaign, with the images taking you on a DIY photobooth-style shoot, where teenagers are simply letting loose and having fun - an analogy to the style of play junior hockey offers the spectators.
TREMENDOUS RESPONSE
Every Lithuania game was a sell-out, packing the Kaunas Ice Palace. The atmosphere was genuinely electric throughout. While the team secured a hard-fought silver medal in the final, that bright, optimistic spirit and fantastic crowd support carried through right to the very end.
Related projects
Baltic Challenge Cup 2022 Visual Identity
The Realest National Team 2022
Lithuanian Ice Hockey's 100 years anniversary
The Bravest National Team 2020
