Long-term identity stewardship for the Toronto Delegation at the JCC Maccabi Games. I created the original logo in 2013, refined it in 2014, and continued leading creative work across the system through 2025.
This was not a one-season rebrand. The identity began with an original logo, held its core form through a 2014 refinement, and stayed in use while the creative system continued to support the Toronto Delegation through 2025.
Created the original Toronto Delegation mark.
Made the changes that established the version used thereafter.
Continued leading creative work across changing delegation needs and applications.
Carried the identity through the latest creative and production requirements.
JCC Maccabi Games
Toronto Delegation
Lead Creative
2013-2025
Identity Stewardship
Apparel · Env. Graphics
I created the original Toronto Delegation logo in 2013, refined it in 2014, and continued leading creative work for the system through 2025. The identity remained recognizable while expanding across apparel, print, venue environments, and event communications.
Identity stewardship, emblem variants, apparel graphics, signage and venue assets, digital and print campaign pieces, production files.
This was not a blank-slate rebrand. The Toronto Delegation needed the established identity to remain recognizable while supporting changing applications, audiences, and on-floor presence through 2025.
Without consistency, impact is diluted. The goal was to create a mark and system that athletes could stand behind and audiences could instantly recognize.
At the center of the identity, the Canadian Maple Leaf and the Magen David were fused into a single, athletic emblem. Two powerful symbols, one unified statement of pride.
Build on an established Toronto identity so it could connect with modern athletes and continue to perform across apparel, print, and venue environments.
This was about presence.
Original Concept
Final Concept
Designed to be bold, athletic, and unmistakably Canadian, the identity system was engineered for clarity at scale across print, apparel, and environmental applications.
Primary Logo
Secondary Mark
The identity remained consistent while the creative system extended across apparel, floor graphics, and environmental touchpoints. What began as a mark became a long-running presence.
Bold. Athletic. United.
When Team Toronto stepped onto the floor, they showed up as one.
Court Floor Decal
Apparel in Context
Emblem Applications
Baseball Apparel
Extending the identity beyond the floor through motion, apparel, and digital campaign assets.
