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If the team at KJ Branding has proven anything, it's that you don't need to lace up the skates to make a big impact on the hockey world. In fact, it could be argued that the Buffalo, Minnesota-based custom sign and display shop has as much "puck cred" as any- one, with connections to nearly 20 NCAA Division I college programs around the country and more than two dozen high school programs in Minnesota, not to mention branding projects for the U.S. Women's Olympic Team and the Western Collegiate Hockey Association. It's work that helps these programs create excitement for fans, players and prospects and pay tribute to their alumni and history. "I've always considered myself a sports artist and always wanted to be just that," said KJ Branding co-owner Karl Jaeger, a hockey dad and lifelong sports fan, who says he played the game recreationally, but never on a team. "I never would have guessed it would have gone down this path." From his humble beginnings creating basic colored-pencil portraits of athletes, inspired by sports and his Minnesota roots, Jaeger's evolution into entrepreneurship started with a print of professional golfer Tom Lehman more than 25 years ago. Thanks to a flourishing reputation and word-of-mouth referrals, Karl's work now extends to a variety of sports and corporate settings and far beyond the Midwest region. His team's custom wall murals, sports prints, colorful back-lit logo plaques and more can be found throughout the country. "In 2010 or 2011 we were just dabbling in the murals and wall graphics, and it was just a small portion of our business," says Jaeger, who co-owns the 11-person operation with his father, Frank. "Over time it evolved. With the help of my cousin, who played for the Bulldogs, we did graphics for Minnesota Duluth and then Bemidji State when they opened their new arenas, and other teams saw that, and eventually it became something we specialize in. The graphic branding work is probably 95% of what we do now. It's still satisfying to take a blank wall and come up with these creations." Jaeger says his team's work transitions well for any sport, but it's the niche the company has carved out in hockey that has provided the KJ Branding crew with inspiration, opportu- nity and plenty of hometown pride. "I've been blown away at how tight the hockey community is and the camaraderie the coaches have with each other around the country," said Jaeger. "Having a daughter who plays and growing up here knowing the history of hockey in Minnesota, I do take a lot of pride in helping to contribute to that. It's fun to take a step back and look at the team we've built and all we've done and say, 'holy cow, we've done some really cool stuff.'" Local artist Karl Jaeger's custom graphics create excitement and honor the past Signs of the Times MADE IN MINNESOTA | By Steve Mann 09 J A N / F E B 2 0 2 2 | M H J ON L I N E . C O M