Can I have your autograph?

As the 2012-13 season approached, the Lumberjacks needed an autograph card quickly to send to the printer before the first player appearance. The team had a marketing agency design the card in 2011-12 but they were looking to save some money so I used the same idea from the previous design to create a card for 2012-13. These are scans of the finished product.


2010-11 Game Program




This is one of my earlier design pieces for the Lumberjacks. It was a last minute project right before the start of the season. Originally the team wasn’t going to print a program in 2010-11. I did all of the design work and plugged in the ads and letter provided by the sponsors and the league. I wrote the copy for the renovation piece and I also added the icons to the arena map. To see the entire program, click the link below.


Muskegon Lumberjacks Vine Post – Muskegon Winter Sports Complex

Muskegon Lumberjacks Vine Post – Muskegon Winter Sports Complex


This was the 2nd post I had created on Vine. The Lumberjacks visited the Muskegon Winter Sports Complex on February 20, 2013 and it seemed like the perfect time to test out the new platform.

Proof of Performance Reports

One of my responsibilities as the Director of Marketing and Advertising for the Muskegon Lumberjacks was sponsor fulfillment and post-season proof of performance reports. These aided the sales staff in renewing the corporate partners for the upcoming season and in some cases even resulting in the sponsors increasing the level of their partnership with the team.

POP screenshot

Click to see a sample Proof of Performance report created by Alicia Roberts for the Muskegon Lumberjacks

Reading Caravan Bookmark

Bookmarks for the 2012-13 Muskegon Lumberjacks Reading Caravan created by Alicia Roberts

Bookmarks for the 2012-13 Muskegon Lumberjacks Reading Caravan created by Alicia Roberts

The Lumberjacks have a reading program, the Reading Caravan, that involved approximately 2000 local students in 2012-13. Each student that participated received a bookmark. In my first design I had used a picture from the previous year of one of the players reading in a classroom. Because of NCAA rules and not wanting to mess up his eligibility due to the bookmark being sponsored, I set up a photo shoot with the mascot and some local youth hockey players.

Red Wings Night Social Media Graphics

On February 2, 2013, the Muskegon Lumberjacks held Red Wings Night with special guest Tomas Holmstrom. It was the highest attended game of the season. I had noticed the fans were more engaged (and it was less boring even for me) when I created a different graphic for each day during Jacks Fight Cancer’s promotion. I decided to do the same thing for the week leading up to Red Wings Night. Some days had better response than others. I used the front office staff to do the photo shoot and we all had a blast doing it.