The New York Rangers are one of the most iconic professional ice hockey teams in the world — a franchise synonymous with New York City grit, legacy, and the electric pulse of the National Hockey League’s Eastern Conference. As part of The Madison Square Garden Company, the Rangers are woven into the cultural DNA of the city, and stepping into the role of Art Director for Madison Square Garden meant stepping directly into the beating heart of live sports and entertainment.

When I joined MSG, I became responsible for driving the creative direction of all Rangers advertising and brand communications across every major touchpoint. My work spanned television spots, digital campaigns, branded content, environmental graphics, and large-scale placements — but my true specialty quickly became the high-stakes print and digital media guides, particularly those produced during the pressure cooker of playoff season. I never imagined I would become a hockey fan, but it happened almost immediately — thanks to the contagious passion of collaborators like Dino Ticinelli, Tarek Awad, and Michelle Cruz, whose love for the sport pulled me in without hesitation.

And once I was in, I was all in.

I poured every ounce of that newfound enthusiasm into my craft, often working from literal sun-up to sundown during the playoffs to ensure that every asset — down to the smallest caption line or player stat — carried the intensity and precision the Rangers deserved. Hockey isn’t just fast on the ice; it’s fast behind the scenes. Trades, injuries, press narratives, stats, mid-series developments — all of it can shift overnight. The creative environment had to be just as agile. I became deeply attuned to league-wide and team-specific shifts, constantly updating layouts, rosters, bios, and editorial content in real time.

From there, I partnered closely with the Rangers Public Affairs Department to curate and document the evolving history of one of the most storied NHL franchises. Each season required the creation of a 450–500 page media guide — an immense undertaking that demanded not only technical mastery of InDesign pagination, document structuring, and long-form editorial layout, but also a deep reverence for the team’s legacy. These guides aren’t simply reference books; they become historical records. They preserve the storylines, achievements, and defining moments of the club year after year.

Managing that level of content meant staying in lockstep with PR, stats teams, social, photography, editorial contributors, and MSG leadership. Every page had to reflect accuracy, brand consistency, and storytelling clarity — all while maintaining a visual language that felt unmistakably Rangers: bold, fierce, fast, and deeply New York.

Working on Rangers creative at MSG deepened my love for the sports and entertainment world in a way nothing else had before. The adrenaline, the stakes, the immediacy, the fandom, the sheer emotional weight of a playoff run — all of it infused the work with a level of purpose and intensity that still fuels me today. Being responsible for shaping the visual identity of such a historic NHL organization was a privilege, a responsibility, and one of the true highlights of my sports-focused creative career.