Case Study · Brand Identity · 2024

Toronto Delegation.

Identity system for the Toronto Delegation at JCC Maccabi Games, the largest Jewish youth athletic event in North America. Apparel, environmental graphics, and event identity from launch through execution.

Project Spec

Built for the games.

Client

JCC Maccabi Games
Toronto Delegation

Role

Lead Designer
Creative Lead

Year

2024

Scope

Brand Identity
Apparel · Env. Graphics

Built a complete Toronto Delegation identity system that scaled across apparel, print, and venue environments, ensuring the team showed up with a unified, high‑impact presence from launch through event execution.

Key Contributions

Developed the delegation emblem and identity system for consistent use across touchpoints
Designed apparel and merchandise programs for athletes, staff, and supporters
Delivered production‑ready files and coordinated with vendors for print and on‑site rollout

Deliverables

Identity system, emblem variants, apparel graphics, signage and venue assets, digital and print campaign pieces, production files.

The Challenge

A unified delegation identity.

The Toronto delegation needed a cohesive visual system that could unify athletes, apparel, and on‑floor presence under one bold identity.

Without consistency, impact is diluted. The goal was to create a mark and system that athletes could stand behind and audiences could instantly recognize.

At the center of the identity, the Canadian Maple Leaf and the Magen David were fused into a single, athletic emblem. Two powerful symbols, one unified statement of pride.

Task

Create a Toronto identity for the JCC Maccabi Games that could compete visually on a global stage and connect with modern athletes.

✦Bold.
✦Athletic.
✦Proudly Jewish.
✦Unmistakably Canadian.

This was about presence.

Original Concept

Final Concept

The System

An identity built for competition.

Designed to be bold, athletic, and unmistakably Canadian, the identity system was engineered for clarity at scale across print, apparel, and environmental applications.

Primary Logo

Secondary Mark

In Application

Built to represent.

The identity evolved into a unified delegation system deployed across apparel, floor graphics, and environmental touchpoints. What began as a mark became a presence.

Bold. Athletic. United.

When Team Toronto stepped onto the floor, they showed up as one.

Court Floor Decal

Apparel in Context

Emblem Applications

Baseball Apparel

Campaign Extension

Brand in action.

Extending the identity beyond the floor through motion, apparel, and digital campaign assets.

Apparel & Accessories

Results

Measurable impact.

125%

Brand Growth

45%

Engagement Increase

92%

Satisfaction

Frequently Asked

About this project.

What was designed for the JCC Maccabi Toronto Delegation?

A complete delegation identity system: emblem and identity variants, apparel and merchandise program for athletes, staff, and supporters, environmental graphics and signage for the venue, and production‑ready files coordinated with vendors for print and on‑site rollout.

What is the JCC Maccabi Games?

The JCC Maccabi Games is the largest Jewish youth athletic event in North America, bringing together teen athletes from across the continent for week‑long competition rooted in Jewish heritage and community.

When was the Toronto Delegation brand built?

Built in 2024 as a Lead Designer and Creative Lead engagement, covering the delegation emblem, identity system, apparel program, environmental graphics, and on‑site execution from launch through event.

What did the apparel program include?

Apparel and merchandise programs for athletes, staff, and supporters, with consistent identity application across uniforms, casualwear, signage, and accessories — built so the delegation showed up with a unified, high‑impact presence.