Maple Leaf Sports + Entertainment - Writing the rules of the game
Over two years was required to develop and collect all content for the manual including its design and copy writing of regulations. The challenge mainly lay in developing standards for the full suite of brands managed and owned by MLS+E. Content that was delivered required colour coding, formatting, and cleaning up in order to maintain a high level of craft for all assets belonging to each brands.
Working as creative lead on art direction, design, copy writing, formatting of colour and typographic systems, layout of the 250 page manual, and leading client presentations, all aspects of the design were initiated and implemented from initial conceptualization through to production.
The final comprehensive document articulates authorized usage for all MLS+E brand assets. The design is flexible, easily accommodating additional brands into the manual as new assets are developed and added to the family. The manual was produced in both printed and electronic versions in order to facilitate efficient distribution to all suppliers and service providers.