Toronto Marlies - Energizing the farm team to compete in the city
After relocating the team from St. John’s to Toronto, the decision was made to design a new brand for the organization. The team is the primary source of developing talent for the Toronto Maple Leafs. The challenge was in developing a distinct identity for the team that also paid homage to the rich tradition and legacy of the parent brand.
As lead designer within the process, numerous concepts and visual directions were developed, presentations made to client, focus group activities conducted and naming submissions from the pubic reviewed, managed and mentored juniors within the design team, and ultimately earned buy-in from stakeholders for orchestrating the roll out of the brand into numerous touch points and media types.
The brand has created excitement through the introduction of the AHL (American Hockey League) into the Toronto market, supporting and strengthening the city as the North American centre for the culture of hockey.
