TORONTO NORTH STARS
Created a comprehensive brand book for Toronto's newly established WNBA team, the Toronto Tempo. This project developed a cohesive brand identity that celebrates Toronto's basketball culture, draws inspiration from the Raptors' "We the North" movement, and addresses systemic barriers facing women's sports in Canada.
UXR & BRAND DESIGNER
CONTRIBUTERS:
SHENELLE GRIFFITHS
JEEYUN JUNG
WAARDA BAAZI OMAR
Dec 3, 2024
THE CHALLENGE
Research revealed that 1 in 3 Canadian girls drop out of sports by late adolescence due to lack of representation, low confidence, and unwelcoming environments. Toronto's new WNBA team needed a brand identity that could inspire young athletes and create a genuine movement for gender equality in sports.
PROCESS
Research: Analyzed the landscape of women's sports in Canada, uncovering that 62% of girls don't participate in weekly sports and face significant barriers to entry.
User Personas: Developed three personas representing key stakeholders—Lina (aspiring young athlete), Angel (PE teacher/coach), and Ohema (gender equality advocate)—each with unique pain points and motivations.
Journey Mapping: Mapped user journeys across awareness, discovery, decision-making, engagement, and reflection stages to identify critical touchpoints and opportunities.
Storyboarding: Visualized real-world interactions between each persona and the brand.
KEY FIND
SOLUTION
Developed a complete brand identity rooted in Toronto's culture:
Visual identity featuring green and purple (night sky/Raptors retro colou
rs) with CN Tower integration
Brand personality: vibrant, bold, empowering, and confident
Community engagement strategy including youth clinics, mentorship programs, and events like "Stars of Tomorrow" and "North Stars Day"
DELIVERABLES & IMPACT
Complete brand book with logo, typography, color palette, and guidelines
Three user personas with journey maps and storyboards
Mood board connecting brand to Toronto's identity
Community engagement and event strategy
The brand book provides a strategic foundation for the Toronto Tempo to inspire young female athletes and establish itself as a symbol of empowerment in Canadian sports culture.
