Bozeman Icedogs

A Tier III Junior ice hockey team in the North American 3 Hockey League, the Bozeman Icedogs have been carving up the ice for more than 20 years. Their logo changed and evolved several times since the team’s founding in 1996. When the current owner purchased the Bozeman Icedogs a couple years ago, it had been years since its last revamp. The logo and other visual branding elements were dated.

Hardy partnered with the Bozeman Icedogs to update and modernize their logo, typography and other visual components. We created a full identity package that they could pull from as needed. The new visuals freshened the team’s image and created a cohesive brand.  It is now being used in print materials, digital advertising, on social media and across other channels. Our scope of work also included a marketing campaign to create brand awareness and community engagement through print, digital and radio.


Brand Identity
Art and Creative Direction
Social Media Strategy and Execution
Print Materials
Brand Execution



A fresh set of identity elements and a marketing campaign that is appealing to all ages, designed to create brand awareness and increase community engagement.


The logo needed to be reproduced on a variety of items, so the identity set needed to be simple, yet flexible


Update the Icedogs identity to be both versatile and attractive for a growing, diverse community.


Maintaining the core fundamentals of the existing brand–the colors and the mascot–to keep brand equity, only fixing assets that were broken.


The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.

Reason no. 8

The longest line you’ll see comes from a reel.

reason no. 12

Big ideas are best discussed on the back of a pickup.


Related Work

Shine Dental

Shine Dental

Goods & Services
read more
Bacchus Historic Pub
Food & Drink
read more
McGill's Restaurant and Saloon
Food & Drink
read more
want to chat? give shane a ring

We are always eager to talk branding with engaged businesses.