MLSE needed to transform it’s sports bar, once famous for it’s giant screen, from old news to the official home of Toronto sports. With a monster renovation and a brand new identity they are capturing the essence of Toronto’s sports and the passionate fans that fill their properties. 

With a focus on the extensive heritage of Toronto sports, we developed an identity that champions the iconic personalities and the unforgetable moments. The system had to bend and flex to meet a wide range of needs and uses - from billboards to golf simulators to iconic IYKYK coasters.