Project detail

Leon's x Leafs x Raptors

As part of a high-impact brand partnership with the Toronto Maple Leafs and Toronto Raptors, I led the design execution for a full-scale, cross-team fan engagement initiative. This campaign spanned digital, environmental, and experiential assets, all aimed at amplifying fan experience during the Leafs' and Raptors regular season and playoff games.

Digital, Commercial, Product

On Going

MLSE

My Role:

As Lead Designer, I was responsible for concept development, visual direction, and production of all physical and digital assets. I collaborated closely with marketing teams, arena partners, and video producers to deliver a consistent and engaging multi-channel campaign.

Scope of Work:

In-Arena Activations: Designed all visual assets for in-arena displays, including 360 LED banners, DED boards, and large-format concourse signage.
Gate 1 Takeover: Created a cohesive branded experience for fans entering the arena, including large-scale visuals and environmental graphics.
Bremner Blvd Takeover: Developed bold playoff-themed visuals that wrapped key external areas, reinforcing team pride and excitement for the Toronto Maple Leafs.
Fan Furnishings Campaign: Helped with concepts for custom fan furniture—including branded chairs for both teams.
Commercial Spot: Collaborated on a promotional spot titled “Fan Tested”, incorporating both teams’ mascots in a playful storyline showcasing the furniture’s durability and fan-readiness.
Cross-Team Branding: Ensured brand integrity across both franchises while unifying design language to serve the collaboration’s shared vision.

From Screen to Reality

Toronto Maple Leafs Chair Concept

Designed branded chair concepts for the Toronto Maple Leafs by drawing inspiration from their iconic jerseys, colour palette, and team identity. The goal was to create seating that felt authentically tied to the brand while standing out in a fan-focused environment. I explored multiple concepts, shared my visual thought process, and refined the designs into bold, team-centric final versions that merged functionality with team pride.

Toronto Maple Leafs Chair Concept

Designed branded chair concepts for the Toronto Maple Leafs by drawing inspiration from their iconic jerseys, colour palette, and team identity. The goal was to create seating that felt authentically tied to the brand while standing out in a fan-focused environment.
I explored multiple concepts, shared my visual thought process, and refined the designs into bold, team-centric final versions that merged functionality with
team pride.

Toronto Maple Leafs Chair Concept

Designed branded chair concepts for the Toronto Maple Leafs by drawing inspiration from their iconic jerseys, colour palette, and team identity. The goal was to create seating that felt authentically tied to the brand while standing out in a fan-focused environment. I explored multiple concepts, shared my visual thought process, and refined the designs into bold,
team-centric final versions that merged functionality with team pride.