When the NHL launched its newest franchise, the Seattle Kraken, the league needed a way to introduce the team in a manner as bold and unforgettable as its name.Seattle was selected as the host city, and Gas Works Park became the dramatic backdrop for the 2021 NHL Expansion Draft. To bring this milestone moment to life, the NHL partnered with Analog Heart Creative Studio to design and build the main stage for the nationally broadcast event.

Tasked with introducing the team’s identity to the world, we created a stage environment that embodied the bold, mysterious energy of the Kraken brand. The immersive design set the scene for unveiling the team’s inaugural roster of 30 players and gave fans a first taste of the Kraken’s larger-than-life presence in the league.