Rapid Reaction: Blues Strike the Right Note

by Orbit | Jul 23, 2025 | Blog, Brand, Design, Rapid Reactions, Sports

Welcome to Rapid Reactions — a recurring series where I critique newly unveiled design work from a professional’s lens. Part aesthetic breakdown, part brand analysis, all expert-level design critique. Whether it’s a sports uniform, a tech product, or a bold new...

Rapid Reaction: Boston Rewinds the Tape — And Gets It Right

by Orbit | Jul 22, 2025 | Blog, Brand, Design, Rapid Reactions, Sports

Welcome to Rapid Reactions — a recurring series where I critique newly unveiled design work from a professional’s lens. Part aesthetic breakdown, part brand analysis, all expert-level design critique. Whether it’s a sports uniform, a tech product, or a bold new...

Rapid Reaction: Magic, Modernized — But That Logo Needs a Timeout

by Orbit | Jun 4, 2025 | Blog, Brand, Design, Rapid Reactions, Sports

Welcome to “Rapid Reaction,” a recurring series on Trajectory where I take a design-world deep dive into newly released visual identities — from rebrands to sports uniforms — with an eye for what works, what wobbles, and what should’ve stayed in the sketchbook. Today:...

The Boards Are Alive: How the NHL’s Digital Dasherboards Became Broadcast MVPs

by Orbit | Jun 3, 2025 | Advertising, Blog, Design, Sports

As the Stanley Cup Final faces off this week—with McDavid’s Oilers looking to end Canada’s 32-year drought against the defending champion Florida Panthers—it’s not just the players that have levelled up. So have the boards themselves. There was a time when...

Rapid Reactions: The Utah Mammoth Brand Identity

by Orbit | May 9, 2025 | Blog, Brand, Design, Rapid Reactions, Sports

Welcome to “Rapid Reactions,” where I offer quick-hit brand critiques of new logo drops. These aren’t deep dives—just first impressions from a design-obsessed creative director with too many opinions and not enough time. Let’s go. Let’s start here: I actually like the...