The Coastal Vipers is a concept brand created for an imagined NHL team based in Charleston, South Carolina, built from a self-initiated creative brief focused on crafting a bold, market-ready identity. Inspired by Charleston’s coastal environment, I developed a color palette that blends deep ocean greens with warm, sun-faded orange tones to reflect both the sea and the city’s historic charm. The primary mark features a striking viper head designed with strong line work and aggressive motion, built to translate seamlessly across uniforms, helmets, and large-scale applications like arena scoreboards and exterior signage. I explored the full brand system through real-world touchpoints including jersey design, environmental graphics, and promotional billboards, ensuring consistency across every fan-facing experience. This project highlights my ability to build a sports brand from the ground up, combining storytelling, visual identity, and practical application into a cohesive system.