Services
- Film Production
- Identity
- Storytelling
- Web
Products
Created legacy storytelling for the Canucks Alumni — honoring history while building a forward-looking brand platform.
canucksalumni.comThe Canucks Alumni is a legacy organization representing former players of the Vancouver Canucks — a group that spans the WHA era through modern NHL rosters. Evolve joined on a pro-bono basis to help the alumni unify their digital communications, build a sustainable content cadence, and broker a long-term partnership with The Cooperators Insurance that would fund community programming for years.
A historic organization with deep roots needed to modernize its digital presence without losing the personal storytelling that gives it meaning. Decisions had to balance the voices of dozens of alumni members — each with a different relationship to the Canucks brand — with the operational realities of a very small staff. The other constraint: any system we built had to be maintainable by people whose expertise is hockey, not design.
We ran a quiet, structural overhaul rather than a splashy relaunch. Mission statement and brand positioning first, then a partnership development track with The Cooperators Insurance to underwrite community initiatives, then a content approach centered on player-led stories — locker-room voice, first-person, unpolished on purpose. The web system was intentionally built on rails a non-design team could operate, with prebuilt post templates and a content calendar the alumni office could maintain in-house.
A unified digital platform, a multi-year sponsorship relationship with The Cooperators that funded youth hockey programming across the Lower Mainland, and a content cadence the alumni team continues to run today — years after our engagement wrapped. The blueprint has since been referenced by other Canadian NHL alumni chapters.
Deliverables
- —Brand positioning + mission statement
- —Sponsorship development & partnership strategy
- —Capital raise consulting (multi-year underwriting)
- —Media & PR relations across national outlets
- —Player-led editorial + video content system
- —Digital platform + maintainable CMS
- —Community event promotion (clinics, galas, tournaments)
- —Ongoing pro-bono creative direction
Identity & storytelling
The organization's equity lives in the players, the sweater, and the arena — everything we built had to honour that hierarchy.
Capital & sponsors
We led the sponsorship pitch and capital strategy that brought The Cooperators Insurance and a roster of regional partners to the table — funding underwrote programming for years.
Media & national attention
A steady drumbeat of player features, community moments and broadcast tie-ins put the Alumni back in front of Canadian sports media on a consistent cadence.
Community programming
The Cooperators partnership funded youth hockey clinics, learn-to-play weekends, and alumni-led community appearances across the Lower Mainland.
Mission StatementBrand PositioningNew PartnershipsConsultingPro Bono
Evolve was responsible for binding the organization towards common goals, in a new day and age.
The Canucks Alumni is a historic legacy organization. The past alumni players from the Vancouver Canucks required some unity in making certain digital decisions. Evolve joined forces on a pro bono basis, to support healthy change in the organization. We helped build the relationship between The Cooperators Insurance, and the Canucks Alumni.
Legacy Organizations Updating their Digital Communications Strategy
Experience with the Big Brands.
Brad Sherwin produced legacy films and identity work with the Canucks Alumni organization.
Legacy Storytelling
When launching a national campaign Hockey is heritage in Vancouver. Our work captured personal stories from alumni while building an identity system that connects generations of fans to the community work the organization leads today.
