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Laura Healey
ART DIRECTOR | GRAPHIC DESIGNER
Featured Work
For the Love of Winter
Since its incarnation, BAUER’s Holiday campaign has faithfully captured the cold weather narrative best associated with Winter and (outdoor) hockey. But in 2023, hinging on the idea that ‘hockey is everywhere,’ we moved beyond the banks of the frozen pond to tell a more holistic story about the many ways in which we experience and celebrate Winter. Working in collaboration with freelance partners and our extended Global Marketing Team, we chose six locations across North America and Europe to showcase Winter as a common thread through contrasting lenses – hot, cold, urban, remote – and its connection to hockey in every one, culminating in ‘For the Love of Winter.’ The resulting campaign was the most robust of any Holiday launch (before or since), with the central piece being a 36-page magalog that was distributed to 500,000 households across the US and Canada.
Mayor of Boomtown
Coinciding with midterm elections, the ‘Mayor of Boomtown’ featured BAUER star athletes Jack Eichel, Hilary Knight, and Nikita Kucherov in a limited-time Social-engagement campaign to support BAUER’s latest stick launch: The Supreme 2S Pro. Kicking-off with a series of political-style adverts, the campaign ran through the latter half of October and ended with a live election on November 6th (US Election Day), where followers were directed to an online polling site and encouraged to vote for their preferred candidate. Memorabilia was designed and produced as part of the campaign, inspired by American and Soviet political propaganda from the mid-Twentieth Century, which could be shared to voters’ social channels or downloaded for print, elevating the campaign’s authenticity.
Celebrate
Celebrate the Holidays in style with ECCO (and a trip to NYC). This omnichannel activation of ECCO’s Holiday campaign was exclusive to the US Market, with a focus on driving traffic to brick and mortar locations. Using campaign materials provided by the Global Marketing Team in Denmark, our regional-based team produced a nationally-distributed mailer (which doubled as a lookbook for the Winter Collection), Out-Of-Home ads for display in malls which hosted ECCO stores, a dedicated landing page on ECCO’s US eCommerce site, and an email blast. All materials were required to be premium and brand-appropriate while also speaking to the US ECCO consumer.
Level Up
Acting as a bookend to the VAPOR Hyperlite rollout, ‘LEVEL UP’ was conceived through a partnership with EA Sports™, the maker of the EA Sports™ NHL games. The central concept for the video series was to show how BAUER’s VAPOR Hyperlite gear would elevate your gameplay, as depicted by young athletes transforming into NHL players via game footage provided by EA Sports™ (the ultimate ‘leveling up’). One video was produced per major category and represented by an appropriate corresponding BAUER athlete: Patrick Kane (Chicago Blackhawks) for Stick, David Pastrnak (Boston Bruins) for Skate, and Andrei Vasilevskiy (Tampa Bay Lightning) for Goal.
Protection In Motion
With the launch of Supreme 2S Pro Protective came the introduction of AMP Flex Technology, a signature mobility feature engineered to maximize a player’s range of motion during gameplay without sacrificing much-needed protection. Protective is among the most important yet least visible (or exciting) gear on the ice, so an unconventional approach was necessary to engage and educate consumers about this new feature. We opted to demonstrate this through extreme motion, casting two young dancers who each choreographed a routine within their specialized area of dance; the intent was to show how the product performed when subjected to a variety of unique movements but without hindering the performance of each dancer.
BAUER Locker Room
As a Retail brand, some of BAUER’s most important assets are the floor staff that work for its various Retail partners; these associates meet the consumer at their level, providing guidance on the best gear for a player’s skillset, which has the potential to create a lifelong BAUER enthusiast. As such, BAUER is consistently evaluating and evolving its internal training materials to best equip Retail staff with the product knowledge they need to effectively speak to all manner of hockey consumers.
When the opportunity to move to a new mobile-based platform arose, it also presented the chance to segue from the existing education program – known as Bauer University – to something more engaging and hockey-inspired. The majority of Retail staff are predominantly young, part-time employees who must complete training on their own time, so fun and accessibility were central considerations. Thus, the BAUER Locker Room was born, a virtual meeting place where lessons are learned and community is built (much like the real thing). Using colors from BAUER’s existing repertoire, the visual theme was titled ‘Face-Off Fever’ – a bright, Pop Art-inspired aesthetic with a distinct use of concentric circles to give the platform some personality and make it more visually engaging.
When the opportunity to move to a new mobile-based platform arose, it also presented the chance to segue from the existing education program – known as Bauer University – to something more engaging and hockey-inspired. The majority of Retail staff are predominantly young, part-time employees who must complete training on their own time, so fun and accessibility were central considerations. Thus, the BAUER Locker Room was born, a virtual meeting place where lessons are learned and community is built (much like the real thing). Using colors from BAUER’s existing repertoire, the visual theme was titled ‘Face-Off Fever’ – a bright, Pop Art-inspired aesthetic with a distinct use of concentric circles to give the platform some personality and make it more visually engaging.
HR Brand Study: A Story of Fire & Ice
Romance is not a genre I typically gravitate towards but in Winter 2025, I – like so many others – found myself enamored with the Crave series 'Heated Rivalry,' a slow-burn love story between two rival NHL players who navigate the challenges of their secret relationship over the course of a decade. The series left me inspired and motivated because unlike so many others, I was in a position where I could potentially elevate the show’s – and its source material’s – underlying messages, the most critical of which is the visibility and treatment of queer people in hockey. To date, the NHL is the only professional North American men’s league to have never had a player – past or present – come out (as opposed to the PWHL, which currently has three-dozen openly queer players on its roster). So I created this proposal, working in my own time, because I saw an opportunity for BAUER, a leader in the industry, to partner with the production in a manner that could help change the narrative and culture within hockey. A copy of the proposal is available upon request.
Breathe BioMedical: Ad Concepts
Breathe BioMedical® (formerly Picomole) is a medical technology company that is developing a breath analytics platform for early disease detection. As part of its corporate rebrand, which included the name change and updated identity, the company was seeking additional branded materials and exploring media concepts, ultimately choosing the ‘As Easy As This’ approach to best demonstrate the ease of getting screened.
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