The SBLI Rink
I created a refreshed brand identity for The Rink at MarketStreet Lynnfield as one of the first major projects to bring the property’s newly updated branding to life. Lynnfield does not have a traditional downtown, MarketStreet serves as the town’s unofficial “Main Street.” Building on that idea, we transformed the rink into a quaint winter village, complete with charming, seasonal storefront names inspired by actual MarketStreet businesses.
For the first two years following the rebrand, SBLI Life Insurance served as the presenting sponsor. The creative aligned so naturally with the SBLI brand that, for the 2025 season, the partnership expanded into a full takeover and the experience was renamed The SBLI Rink at MarketStreet, while retaining the established look and feel.
Beyond branding/marketing of The Rink itself, I worked with the MarketStreet team to identify opportunities throughout the property to add unexpected moments of holiday cheer. These included a vintage buggy piled high with gifts, a festive forest of patterned trees, a branded doghouse, and other playful seasonal installations that extended the experience across the property driving sales at local and national retailers.
Creative Director: Amro Arida
Copywriter: Monique Fillon
