ORLANDO SOLAR BEARS
ART DIRECTION • SPORTS DESIGN • CAMPAIGNS • BRAND ACTIVATION
As the in-house designer for the Orlando Solar Bears, I develop and execute creative across the team's digital, print, advertising, and in-arena presence. My work ranges from season-long visual systems and promotional campaigns to social content, billboards, arena displays, and game-day creative.
This collection highlights work from the 2025–26 season and the visual systems built to keep the Solar Bears brand bold, recognizable, and consistent across every fan touchpoint.
FEATURED WORK
A selection of campaign-driven work built around some of the season's biggest moments. Each project begins with a distinct visual direction and expands into a flexible system designed to work across social, digital advertising, print, and the in-arena experience.
THROWBACK NIGHT
Throwback Night celebrates the original IHL-era Orlando Solar Bears and their 2001 championship season. I developed a retro-inspired visual system that pulls from the aesthetics of the era while introducing a more contemporary sports design approach. The campaign was built to carry that nostalgia across social, digital, and in-arena applications without sacrificing clarity or impact.
SPACE NIGHT
Created for Space Night in partnership with Kennedy Space Center, this campaign takes the Solar Bears identity into a futuristic, space-inspired visual world. I built the system around HUD interfaces, technical graphics, and sci-fi detailing, creating a flexible visual language that could scale across promotional, social, and in-arena applications.
TBL PRESEASON
For the NHL preseason matchup between the Tampa Bay Lightning and Florida Panthers at Kia Center, I developed a campaign identity that brought two established NHL brands into one cohesive visual system. The creative was designed to give both teams equal presence while building energy around the matchup across social media and digital advertising.
GAME ADS
Each ad campaign is designed as a flexible system rather than a single graphic. These examples show how one visual direction adapts across social content, web advertising, email, and large-format arena displays while maintaining hierarchy, recognition, and impact at every scale.
25-26 SEASON
Beyond larger campaigns, the season requires a constant stream of creative across digital, print, advertising, and game-day channels. This collection highlights the range of work produced throughout the 2025–26 season and the day-to-day design needs of a professional sports organization.
GAMEDAY ART
Gameday creative gives each matchup its own visual moment while remaining unmistakably Solar Bears. I use player imagery, typography, team colors, and matchup-specific concepts to create high-energy social content leading into puck drop.
ONE-OFFS
Not every piece fits within a larger campaign. These one-off projects respond to individual moments, announcements, partnerships, and creative opportunities throughout the season, while still feeling connected to the broader Solar Bears identity.
PLAYER SIGNINGS
Player signing graphics introduce new additions to the roster with a clear, immediate visual hierarchy built for social. Each piece puts the athlete first while maintaining a consistent system that makes roster announcements instantly recognizable as Solar Bears content.
GOODLUCK POSTS
These posts celebrate major moments across Orlando sports and give the Solar Bears an opportunity to show support for fellow hometown teams. Each design combines the visual identities of both organizations while keeping the Solar Bears voice present.
HOLIDAY POSTS
Holiday content creates an opportunity to push the Solar Bears identity into more playful territory. I combine seasonal themes with team-specific imagery, colors, and visual references to create timely social content that still feels distinctly on-brand.
VALENTINES DAY
A 14-day social campaign built around player-focused Valentine's Day puns, with a new piece released each day leading up to the holiday. I developed a playful visual system that could support a high volume of content while keeping the series cohesive, recognizable, and varied from post to post.
WALLPAPERS
Created for the team's weekly Wallpaper Wednesday series, these mobile-first designs turn player photography and Solar Bears branding into downloadable fan content. Each piece is composed specifically for the phone format while leaving room to experiment with different visual styles throughout the season.
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@SERGIO HERNANDEZ 2025. ALL RIGHTS RESERVED
