TFC - Global Toronto Area
Toronto FC
Creative Strategy + Art Direction, Design. 2024
Designer: Janet Wen
Venue: BMO Field
The Ask: The challenge from Toronto FC was to create a three-year subbrand and campaign that celebrated the global connection of our loyal fanbase, our diverse city and the beautiful game.
Target Market: Aimed at sports enthusiasts who follow International Football, and New Canadians who are looking for ways to connect with the Toronto Community through their unique cultural lens.
The Big Idea: Beginning with the launch with a Community Kit in 2024, the campaign leads the brand into the World Cup in 2026, when the world meets in one place—our home—the GTA, or, as we like to call it: the “Global Toronto Area”
Target Market: Aimed at sports enthusiasts who follow International Football, and New Canadians who are looking for ways to connect with the Toronto Community through their unique cultural lens.
The Big Idea: Beginning with the launch with a Community Kit in 2024, the campaign leads the brand into the World Cup in 2026, when the world meets in one place—our home—the GTA, or, as we like to call it: the “Global Toronto Area”
The GTA Marketplace
It was a party! We celebrated the diversity of our fans, city and game with the “Global Toronto Area Marketplace”—showcasing stands serving food from across the world, summer patio games, retail activations and of course—football. With a special GTA ticket, fans could watch four summer home matches at BMO field up-close like never before, from the North Turf. We decked out the turf with flags and symbols of the world.
24 Community Kit Design & Marketing
Our 2024 Community kit tells the story of our crest’s shield—our protector.
The way the shields interlock demonstrate that though we may all be different, we find common shades in one another through our love of the team, All For One.
The way the shields interlock demonstrate that though we may all be different, we find common shades in one another through our love of the team, All For One.
Global Toronto Area Branding
The Microsite
