INDUSTRY: Sports and entertainment
ART DIRECTOR: PeiYing Cheung
Each year, Toronto Football Club has a promotion that includes two tickets to a season game and a festive sweater. For 2023, the sweater was being sent to their seasons ticket members only and I had the opportunity to create the artwork.
The brief had a few major requirements: the artwork had to be festive, it had to be secular, it could not use any players' likeness, it needed to feature the TFC crest, could only use 5 colours, and a bonus if we could find ways to integrate some of the brand platform iconography. I had three concepts come to mind after reading the brief:
The first concept I had was using different ornaments surrounding the crest, and some could be in the shape of the brand platform imagery. I included greenery like the pine as well as some snow.
Since the first concept had items layered behind the crest, I wanted this option to feel like it was part of the environment. I had two turtle doves sporting the TFC scarves circling and perched on the crest.
In this final concept, I thought it would be interesting to have the crest as the focal point in a symmetrical design. The imagery is a mixture of festive greenery and soccer themed, contained within an ornamental frame.
MADE WITH LOVE BY STEPH TRUONG © 2023