EMBRACE THE PAST. IGNITE THE FUTURE. is an exploration of the Toronto Blue Jays brand identity, evolving from my 2021 concept project, NEW CORE. NEW LOOK. This project represents a fusion of passion and innovation, blending history with modern refinement to enrich the Blue Jays legacy. This rebranding project stems from a deeply personal vision, expanding and enriching the groundwork of the initial concept by one of the brand's original architects, Richard Walker. The process is a blend of history and modern refinement to craft a story that stands the test of time, injecting a fresh vibe into the heartbeat of the Toronto Blue Jays legacy.

The NEW CORE. NEW LOOK. concept gained traction online, drawing the attention of key members of the Toronto Blue Jays organization. What began as an independent idea blossomed into a collaborative venture and ultimately, client work. I thoroughly enjoyed the opportunity to work behind the scenes and collaborate with their amazing team. I lived out my childhood dream of working with the Blue Jays on special designs commemorating Jackie Robinson and Alek Manoah, as well as the development of the brand identity for the J Force dance team.

This experience inspired my vision to expand the "NEW CORE. NEW LOOK." series and create the next evolution, "EMBRACE THE PAST. IGNITE THE FUTURE." Inspiration for the project ignited after a conversation with Richard Walker, who led the design development of the original Blue Jay's logo. Richard provided valuable insights and considerations, prompting me to re-examine my original concept imagery with even deeper precision. Seizing the opportunity, I immersed myself in the concept, weaving elements from Richard's original Blue Jay design with concepts from the 2012 modern rebrand. During this creative process, I not only cleaned up the 1977 design but also meticulously blended key elements from both the 2012 rebrand and my initial 2021 "NEW CORE. NEW LOOK" refresh, infusing my own ideas into the mix. The culmination is what I believe to be the perfect design; capturing and honoring the essence of the organization's rich history spanning 47 years.

Special gratitude is extended to Richard Walker for his guidance, friendship, and years of work in Canadian sports and design.