PHILADELPHIA & LEHIGH VALLEY PHANTOMS

When the Philadelphia Flyers set out to establish a new American Hockey League team, I was entrusted with the opportunity to craft a comprehensive brand identity that would resonate with both players and fans. My vision was to create a design system that honored the Flyers’ legacy while giving the new team its own fierce personality.

At the heart of this identity was the logo: a Phantom goalie mask infused with the Flyers’ iconic “wings.” This fusion symbolized continuity with the parent franchise while projecting an intimidating, spectral presence unique to the Phantoms. The mask wasn’t just a graphic—it was a storytelling device, embodying speed, fearlessness, and the haunting energy of a phantom on the ice.

The rollout extended far beyond the logo. I developed a holistic suite of assets, including home and away jersey designs, a dynamic mascot, and home-ice floor graphics. The identity was further amplified through merchandising—shirts, bobbleheads, and other fan gear—ensuring the brand lived both in the arena and in the community.

Even after the team evolved into the LEHIGH VALLEY PHANTOMS, the strength of the original identity endured. The core branding continues to inspire, finding new life with the USA Hockey Tier II team, the DELCO PHANTOMS, proving the adaptability and longevity of the design system.