The Devils embody the hardworking, blue-collar spirit of New Jersey, a state separated by townships but united by community and defined by resilience, pride, and an unwavering connection to hockey.

A unifying vision was created by strategically defining a north star for the Devils’ name and brand. This foundation introduced a modern brand positioning, a refreshed design system, and a new third uniform, reinforcing the natural grit and toughness of hockey. It established a strong foundation for impactful marketing campaigns, driving revenue, revitalizing the fanbase, and ensuring the franchise’s brand awareness across the state.