CHEVROLET
Each year, through The Good Deeds Cup, Chevrolet partners with Hockey Canada to celebrate the positive impact young athletes can make in their communities. The program recognizes one Pee Wee hockey team from across Canada for doing the most good — both on and off the ice — by rewarding them with national recognition and a donation to a cause of their choice.
To support the growing visibility of the initiative, I created a comprehensive design system for The Good Deeds Cup — a visual toolkit that ensured consistency, flexibility, and brand alignment across all applications.
The system included core brand elements such as logos, typography, colour palette, and layout principles, along with adaptable templates for everything from digital ads and social content to event signage, merchandise, and broadcast graphics. The goal was to build a visual identity that felt energetic, optimistic, and proudly Canadian — one that resonated with young athletes, parents, and the broader hockey community.
By creating a unified look and feel, the design system helped strengthen the brand presence of The Good Deeds Cup, elevating it from a campaign to a recognizable, community-driven movement that continues to grow year after year.
VISUAL IDENTITY / DESIGN
Design Director:
Stephen Tasker