Understanding the Story:
The Minnesota Wild of the National Hockey League was looking for a unique creative approach in the layout and design of its 2008-09 yearbook and media guide. The yearbook would be distributed to all Wild season ticket holders and be available for purchase at Wild games and newsstands. The media guide is reporters’ and announcers’ go-to resource for all things Wild.

Crafting and Telling the Story:
Sight Marketing listened to the Wild marketing department’s needs and responded by designing the new publications with a “scrapbook look,” complete with hockey skate laces and eyelets that served as the cover “binding” of the yearbook and guide. The new elements of the yearbook included a Wild comic book section and a photo essay on the “ice-in, ice-out” process at the home of the Wild, the Xcel Energy Center in St. Paul.

Results:
For the eighth season, Sight Marketing completed the Wild publication project on time – and under budget. The 15,000 yearbooks and guides were ready for distribution and sale in mid-November, just as the first puck dropped on the Wild’s new season. The guide was also offered as an interactive file on a CD.

Since the Wild’s debut in 2000, the franchise has become known as one of pro sports’ top marketers. Thanks to the creative services efforts of Sight, the 2008-09 yearbook and media guide carried on that Wild tradition.

Visit wild.nhl.com