As the Toronto Blue Jays made their historic run to the 2025 World Series against the Los Angeles Dodgers, the entire city was electric. The team at Lululemon wanted to channel that energy — the pride, the passion, and the collective buzz that took over Toronto — into a limited-edition long sleeve t-shirt and storefront decal for their flagship stores across the city.

Capturing the spirit of the moment without relying on any official MLB or Blue Jays trademarks or logos was a challenge. With a tight turnaround and the need for authenticity, I focused on storytelling through tone, typography, and emotional resonance rather than direct references.

I started by searching for a quote that encapsulated what the city was feeling — the mix of hope, nostalgia, and pride that defines Canadian sports fans in October. I was inspired by Brad Pitt’s iconic line from Moneyball.

“How can you not be romantic about baseball?”

That sentiment felt timeless, but I wanted to ground it in Toronto’s unique love story with the game. The final line I developed became the emotional centerpiece of the design.

“How can Toronto not be romantic about October baseball?”

Visually, I built around that line with a clean, elevated aesthetic that reflects Lululemon’s design language while nodding subtly to Toronto’s baseball heritage. The typography was intentionally modern yet nostalgic, with a soft vintage athletic feel and minimal graphic accents that suggested motion and momentum — the rhythm of the game, the hum of the city, and the crisp air of fall. The storefront decal extended the design into the public space, transforming Lululemon’s Toronto locations into love letters to the city’s baseball moment — a space where sport, culture, and community converged.

This project was not just about a t-shirt; it was about bottling a feeling — that rare, fleeting moment when an entire city falls in love with October baseball all over again.