HONEYBAKED HOCKEY CLUB
The Goal:
Increase fan engagement and strengthen the organization’s digital presence while positioning HoneyBaked as the leading AAA hockey brand online. As the only AAA program in the country with a fully developed, strategic social media presence, the focus is on real-time storytelling, athlete recognition, and building a connected, fan-first community.
My Role:
Leading full digital coverage and owning the HoneyBaked brand across all platforms. I oversee content strategy, real-time execution, and brand development, with full creative control and trust in decision-making to shape the organization’s voice, image, and growth.
Key Contributions:
• Content Strategy Implementation:
Developed and implemented a structured content strategy, shifting from reactive posting to intentional, brand-driven storytelling.
• Brand Development & Rebrand Execution:
Led the transition from HoneyBaked to HB Detroit across digital platforms, securing handles and maintaining brand consistency.
• Organization-Wide Content Pipeline:
Created a streamlined system using WeTransfer for teams, rinks, and staff to submit content, improving efficiency and coverage across all levels.
• Digital & Website Enhancements:
Contributed to website updates and improvements to better align with brand and user experience.
• Alumni Tracking & Storytelling System:
Implemented a internal tiered Google alert system to track and highlight alumni at the NHL, pro/college, and junior/USA Hockey levels.
• Partnership & Visibility Growth:
Generated engagement with major hockey platforms, including BarDown Hockey and Elite Prospects collaborations.
Milestone Achievements:
• First time in company history reaching 1M+ Instagram impressions within a 30 day period.
• First time in company history having the Detroit Redwings Organization interact with HoneyBaked on Instagram.
• Most-viewed story in HoneyBaked history
SOCIAL MEDIA HANDLES
Instagram: @hbdetroit
Facebook: HoneyBaked Hockey Club
Visit my Gondola profile to view my portfolio of digital content with HB: Here
The Pensacola Bushwackers Rebrand
The Pensacola Bushwhackers rebrand was a comprehensive effort to refresh the team’s identity, strengthen its connection to the community, and enhance fan engagement. The goal was to establish a bold and recognizable brand that resonated with fans while creating new marketing and sponsorship opportunities. This included:
Goals:
- Reintroduce the team with a bold new look.
- Create unique sponsorship opportunities.
- Engage fans through immersive in-game content and branded visuals.
Rebrand Strategy:
- Brand Identity:
- Rolled out an alternate logo, custom color palette, and cohesive preset used across all digital content.
- Redesigned all graphic templates, motion assets, and digital displays to match the new identity.
- Released new jerseys, apparel, and themed merch drops.
- In-Arena Experience:
- Rebranded all scoreboard and ribbon board visuals.
- Designed themed intermission content — intros, music, and fan cam overlays — aligned with the Bushwackers vibe.
- Sponsorship Activation:
- Partnered with Lagunas, a local bar, to serve Bushwacker cocktails during the game.
- Created a limited-edition Bushwackers souvenir cup, available only in-arena.
My Role as a Digital Content Creator:
- Led visual content creation and brand execution across social, web, and in-game screens.
- Captured and edited content in real time to maintain momentum and reinforce the team’s new voice.
- Helped shape long-term fan engagement strategies using digital storytelling and consistent branding.
Design Work
