Andrii Sobchuk

Art Director and Lead Graphic Designer

From headline layouts to centre ice, centre court and the start line, Andrii Sobchuk has turned curiosity into a career that moves. Beginning in journalism, he shifted gears to design, taking his craft from Ukraine to Canada’s NHL game nights and on to the USA, shaping identities, courts, campaigns, and even Ironman bikes with real-world impact. This is a quick, energising read for any designer who loves storytelling, precision, and seeing ideas come to life at scale. Dive in and pinch a few winning plays for your own practice.

I’m Andrii Sobchuk, a Ukrainian graphic designer with a master’s degree in Journalism and Public Relations.

My journey into design actually began in journalism. Back in 2008, I started creating visual covers for my news stories. I quickly fell in love with turning ideas into images, exploring how colour, composition, and typography could tell a story. Over the years, my passion for graphic design grew stronger, and eventually, I decided to leave journalism behind and pursue design full-time.

My early career was in Ukraine, where I worked in the beauty industry as an Art Director and Lead Graphic Designer for a well-known permanent makeup franchise. But life had bigger plans: when the war started in Ukraine, my family and I moved to Canada. My first job there was as a graphic designer for the Winnipeg Jets at True North Sports + Entertainment in the NHL. From my very first day, I realised I had found the perfect combination, my love for sports fused with my passion for design. Seeing millions of fans enjoy the show while knowing my work played a part in it was an incredible and unforgettable feeling.

At the Jets, I designed for the Winnipeg Jets, the Manitoba Moose, and Event & Entertainment marketing. My work included logo development, displays, social content, game production assets, corporate partnership summaries, proposals, OOH campaigns, and motion graphics in After Effects. One of my proudest achievements was designing the logo and full visual identity for the Ukrainian Heritage Night, a project celebrating Manitoba’s Ukrainian community. This event has since become an annual tradition, connecting fans and culture in a meaningful and visually engaging way.

After Canada, I moved to the USA and joined Praters Flooring, the world’s leading creator of basketball courts. Designing official floors for NBA, WNBA, NCAA, and FIBA teams, including the Miami Heat and Indiana Pacers, was an incredible learning experience. Here, I gained hands-on knowledge of the production side of design, discovering the importance of precision, technical planning, and seeing a concept transform from digital design to a finished physical product. It taught me discipline, attention to detail, and the excitement of seeing designs come to life in the real world.

Today, I work with American Bicycle Group, home to Litespeed, Quintana Roo, and Obed bikes. Some of my proudest projects include the Quintana Roo x Ironman Bike and the Ironman Foundation bike, projects that have a meaningful impact by supporting local Ironman communities and youth sports initiatives worldwide. Seeing my designs used to inspire and engage participants in these global sports events has been both humbling and motivating.

Every step of my career has been driven by curiosity, passion, and the joy of creating designs that connect with people. Sports and entertainment graphic design is a rare and unique field, and I hope that by sharing my journey, I can inspire other young designers to explore their passions, take creative risks, and pursue projects that truly make an impact.

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Some of Andrii’s work

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