The AHL's Toronto Marlies are the farm team to the NHL's Toronto Maple Leafs, where you can see future stars play in the earliest stages of their career alongside longtime veterans. The Marlies have a dedicated and passionate fanbase. When you attend a home game at Coca-Cola Coliseum, you are much closer to the action and thus feel a stronger connection to the players.
All of the work shown below are pieces that I primarily designed, but one of the great things about MLSE is the collaborative nature of the team. I have listed everyone I've had a chance to work with at the bottom of the page, and they all had a hand in creating this work as well.
Deliverables
Brand Design
Digital Design
Environmental Design
The Marlies already had an established brand message, "Long Live", but it was one without a unique and defined look and feel. For this season, we gave that message new life with a campaign design that took elements from the team's history, and home arena, to make it stand out amongst a crowded sports marketplace in Toronto.
I created a new wordmark for "Long Live", which also introduces TT Octas as the new brand typeface, giving the Marlies creative a more regal flair while still being grounded in hard work and determination.
Inspiration for brand elements came from the Coca-Cola Coliseum's architecture, such as the arched windows and window crossbars. A stained-glass mosaic pattern was created to act as a border for content, referencing the early 20th century when this arena was built. As well, our motion team created 3D artifacts to support content.
Creative Director: Kevin Mones
Art Director: Anthony Ruggiero (2021-22), Jason Jokahi (2022-23)
Fellow Designers: Justin Alejandro, Mose Desmoulins
