Concept
The Toronto Maple Leafs are a professional ice hockey team in the National Hockey League. As a devoted fan of the team, I embedded my passion for the Leafs in every pixel of this design. I've crafted a digital presence that captures the essence of Leafs Nation. Using a fast paced, bold simplicity I worked to embody the modern edge of NHL's most valuable team, while evoking the excitement and spirit of the game.
Roles: Art Director, Designer, Researcher, Typographer
Tools used: Adobe Photoshop
Color
The color used in this design had to be simple, digestible, and recognizable. I chose to use the Leafs iconic white and blue because that is the best way to represent the team.
The teams recent collaboration with Drew House brought out a new black and blue uniform. Tying into the teams recent introduction to high end fashion I added a faded black color. Bringing the black and blue to the Maple Leafs' social media builds an overall more cutting edge look. My use of color gives this timeless franchise a contemporary identity.
I used color popping techniques to make different elements emerge from the screen in different ways.
Format
With each of these designs I wanted to maintain a consistent aesthetic. Throughout the process I tried to make each of these graphics powerful stand alone pieces, however what was more important was that they maintained a cohesive style that held them together as a family of related designs.
With this project I explored how I could have the primary text interact with images in each design. I explored different techniques and landed on this one that mixes solid and outlined text.
Additionally, I brought forth the subject of images to make the designs more immersive. Using this, in conjunction with drop shadows and color splashing, I was able to relate each design with a modern look.
