For the Toronto Blue Jays campaign, I was responsible for the overall art direction and design. The creative approach marked a distinct shift from the previous year’s visuals by introducing a refined aesthetic centered around texture and structure. A custom feather pattern, inspired by the team’s iconic symbol, was used as a fabric-like material and paired with glossy finishes to elevate the premium feel of the brand. The entire visual system was built on a precise grid that compartmentalizes content, allowing each section to highlight different aspects of the sport and the Blue Jays identity in a cohesive and modern way.