In the 2022 season, the Toronto Blue Jays' Fan Experience & Concessions team invited me to redesign the visual identity for J FORCE, the team's official dance crew, in preparation for their 2023 launch. The goal was to modernize the brand while keeping it dynamic, energetic, and engaging for fans of all ages.

The new identity needed to reflect the evolution of sports entertainment, ensuring it aligned with contemporary sports design trends while maintaining a sense of fun and excitement. J FORCE plays a crucial role in elevating the Rogers Centre game-day experience, from hyping up the crowd between innings to leading interactive moments like the 7th-inning stretch. Their presence is all about energy, movement, and team spirit, so the branding had to capture that essence.

The logo was designed to stand out in a stadium setting—bold enough to be recognizable from a distance, yet stylish and fresh to appeal to modern sports fans. The typography and visual elements bring a fast-paced, high-energy aesthetic, complementing the dynamic routines of the J FORCE dancers. Whether emblazoned on uniforms, digital screens, or promotional materials, the refreshed identity enhances the excitement and unity that J FORCE brings to every home game.

This rebrand not only reaffirms J FORCE as an integral part of the Toronto Blue Jays’ fan engagement strategy but also reinforces their role in creating unforgettable moments at the ballpark.