Toronto FC - A winning brand for a winning team
Introducing both a new sports team and major sports league into the already saturated market in Toronto was a challenge that was addressed by inspiring and engaging audiences. Football fans are passionate about their beautiful game, and living up to the hype of housing an MLS sports franchise was of major importance. Managing multiple stakeholders within the development process was key to gaining buy-in by both Maple Leaf Sports + Entertainment as well as Major League Soccer.
The design process included the developed of multiple concepts and artwork, the delivering of client presentations while storytelling the brand’s scope, mentoring juniors within the design team, and ultimately earning buy in from stakeholders for orchestrating the roll out of the brand into numerous touch points and media types.
The brand ultimately built buzz throughout the country, leading to inaugural seasons ticket sellouts and an entrenchment of the team within the culture of Toronto.
