TORONTO RAPTORS
1. Rebrand
2. We the North
— REBRAND
From idea to NBA Championship
The Toronto Raptors identity has always been represented by a depiction of a dinosaur after which it was named back in 1995. After over 20 years the Raptors needed a new, more mature look. The ferocity of the animal and not the dinosaur’s likeness became the focus. The new design depicted the team’s perseverance and their fighting spirit. That spirit was represented by a clawed basketball.
TORONTO RAPTORS
— WE THE NORTH
Leading up to the Toronto Raptors’ first playoff run in almost a decade, We The North captured an identity-shaping truth that redefined sports marketing. What started as a typical sports campaign turned into a nation-wide phenomenon, taking on a life of its own beyond basketball and into the fabric of the city of Toronto for generations to come.
CLIO — GOLD
Design / Logo
CLIO — SILVER
Design / Corporate Identity
Design / Corporate Identity
APPLIED ARTS
Logo Applications / Series
Logo Applications / Series
APPLIED ARTS
Logo / Wordmark / Brand Identity / Series
Logo / Wordmark / Brand Identity / Series
Executive Creative Directors
Jeffrey Da Silva, Tom Koukodimos
Art Directors
Andrew MacPhee, Sarah Foelske
Copywriters
Jeremiah McNama, Austen Morrow
Andrew MacPhee, Sarah Foelske
Copywriters
Jeremiah McNama, Austen Morrow
Designers
Peter Kosciolek, Alex Boland, Oleg Portnoy, Flavio Carvalho, Mitsuko Sato, Bobby Martinello, Marie Rupolo,
Peter Kosciolek, Alex Boland, Oleg Portnoy, Flavio Carvalho, Mitsuko Sato, Bobby Martinello, Marie Rupolo,
Photographer
Finn O'Hara
Finn O'Hara