Rewind

For the Raptors’ 25th anniversary, we launched a retro-inspired campaign that celebrated the team's roots—bringing it all the way back to '95. I led the visual conception from the ideation phase through to execution, developing the core creative direction and leading my team in building out the full design toolkit. I also designed a custom typeface inspired by the original 1995 jersey lettering, fusing vintage character with a modern edge. The campaign came to life across merchandise, digital platforms, and in-arena experiences—honoring the past while rallying fans around a bold, reimagined look.