2026

When Ian Coughlin, founder of the new brand HockeyDad, came to EmSi Design, he had a clear vision but a common roadblock: AI tools just weren't producing what he needed.

Ian needed more than just a flat graphic; he needed a custom logo, logomark, and a series of vector illustrations that spoke directly to the hockey parent community. He was clear he wanted a handwritten mark so we used his handwriting to inspire the logo and logomark. 

It goes to show—while AI is a tool, true brand identity is built on human connection and custom design craft and experience. 

The primary challenge for this custom brand identity project was a tight two-week design and production timeline, driven by hard manufacturing deadlines for the clothing startup's initial merchandise orders. For an emerging apparel brand like Hockey Dad, launching with high-quality, technically precise assets was critical.

EmSi Design worked closely with the owner, Ian Coughlin, to demystify the startup branding process—translating complex manufacturing requirements and guiding him through exactly what commercial apparel printers need to ensure a flawless production run. To streamline their launch, EmSi Design delivered a comprehensive brand style sheet featuring the primary logo, versatile brand variations, a standalone logomark, and precise sizing guidelines.

This strategic, fast-tracked partnership gave Hockey Dad a production-ready visual identity and the industry knowledge required to navigate vendor communication with absolute confidence.