Following the NHL lockout, the Boston Bruins look to reconnect with an impassioned fan base for long-term brand strength.

The Bruins partnered with SME to develop a bold new brand communications strategy that helped the Bruins connect with constituents in powerful, long-term, performance - independent ways. The Hub of Hockey invoked a regionalist sensibility and positioned the Boston Bruins brand at the epicenter of all things hockey in New England, scalable to grass roots and youth initiatives, high school / collegiate hockey and partner opportunities.