As Orange County’s one and only professional hockey team, the Ducks reflect the pride of not just the entire county, but fans across the globe. As senior copywriter, I played a role in defining the brand voice and crafting the language that rallied, informed, and energized the fans.
Here’s a video I wrote that introduced the “Mask On” mentality to set the tone for the season.
Mantra Video for “Mask On”
Anaheim Ducks Copy & Language
“Bold.” “Aggressive.” “Gritty.” Not exactly words you would use to describe Orange County, but they define the ethos of the Anaheim Ducks brand. I helped establish the guidelines for the copy, language, voice and tone of the team. The below are sample pages from the brand playbook and copy & language guidelines.
Always For the Fans
Whether the situation calls for a little fun or a lot of hype, we always speak their language.
