JCC Maccabi Games — Sports Identity Case Study

Client

JCC Maccabi Games, Toronto Delegation

Role

Lead Designer, Creative Lead

Overview

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

Scope

Brand Identity Apparel Systems Environmental Graphics

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.