Toronto Maple Leafs Social Media Redesign
This is an independent concept project and is not affiliated with, endorsed by, or associated with the Toronto Maple Leafs or the NHL.
The Toronto Maple Leafs are one of hockey's most storied franchises and a team I've followed most of my life. That personal connection shaped this design from the start. I wanted this redesign to reflect what being a member of Leafs Nation actually feels like: the weight of the history, the intensity of attending a game, and the deft precision of the sport. Bold, direct, and and cutting edge.
Color
The color palette had to be simple and immediately recognizable. White and blue were the obvious foundation, as they're synonymous with the Leafs. But the team's recent collaboration with Drew House introduced a black and blue uniform, and that felt worth pulling from. The Leafs have been stepping into a more fashion-forward space, and adding a faded black to the palette nods to that shift by bringing a contemporary edge to their timeless identity. Color popping throughout the design adds depth and presence to various elements.
Creative Direction
Consistency was a priority across all of these. While each graphic needed to hold up on its own, they had to feel like they belonged together as a cohesive set rather than a collection of individual pieces.
A lot of the exploration in this project came down to how type and image could interact with intention. I tried several approaches before landing on the mix of solid and outlined text, which gave the layouts a dynamic yet refined look.
To make the designs feel more immersive, I pushed the subjects forward out of the frame using drop shadows and color splashing.
