Toronto Maple Leafs Baseball Club

The history of the Toronto Maple Leafs Baseball Club dates all the way back to their Inaugural season in 1895. They are Toronto’s original Maple Leafs. Since the turn of the century they have been a foundation of baseball in Toronto. Originally playing out of Hanlan's Park Stadium in the early century where Babe Ruth hit his first professional home run. They then moved onto the main land in 1912  into Maple Leaf Stadium where they played triple-A ball for 42 years. In 1969 the team was sold and joined the Intercounty Baseball League, a Semi-Pro league based in Ontario, where they still play in the summer, every Sunday, at Christie Pits Park.

Scope

A new ownership group bought the Maple Leafs after the passing of Jack Dominico, who had owned the team since 1969. The new group was in need of everything from a brand refresh, new uniforms, new merchandise, asset management, printer relationships, all ready to go for opening pitch - three months away. 

Barking Frog Creative started with a brand style guide, developing the conceptual foundation for how we would use the brand moving into the new season. Our goal was to simplify the colour palette and typefaces leaning into the history of the club, it’s iconic name and emblem. 

From there we worked with the manufacturer to create four uniforms (Home, Away, Alternate and a Canada Day special release). We developed a merchandise offering for fans and players including hats, sweaters, T’s and shorts. 

After uniforms and merchandise were designed and in production we turned our attention to fan engagement by creating “Club Membership” cards. Fans who purchased a card received a uniform, discount on food and beverage, access to special club events and discounts at partnering restaurants and bars. 

 And finally, we created social and web templates for special releases and news, all in time for the opening day game. 

Creative Direction