#RelationshipGoals 2: Designing with the MLSE Foundation in Toronto

By the Loop Team | February 14, 2020

It’s time for another #RelationshipGoals post in our series about lasting client relationships! In this edition, we wanted to share some of the projects we’ve been lucky enough to create for the Maple Leaf Sports & Entertainment (MLSE) Foundation to share their lasting impact and support their mission of ensuring that all kids should have access to sport. 

With the support of MLSE’s teams (The Toronto Raptors, the Toronto Maple Leafs, Toronto FC and the Toronto Argonauts), the MLSE Foundation improves the lives of youth by building and renovating community sports facilities, giving to sustainable programs, and empowering youth through sport and recreation. Our partnership began in 2018 when we conceptualized their first-ever Annual Report – The Game Plan – which evolved into a brand extension that has been brought to new branded touchpoints over the past year. 

With this fun new graphic system, we have been able to strengthen the MLSE Foundation brand by creating branded pieces and flexible assets that make a bold statement about the work that this non-profit organization is doing. 

So let’s take a look at what we’ve been creating:

After the MLSE Foundation’s Annual Report was complete, the piece was expanded into a kit of promotional material that was flexible enough to be useful for all of the organization’s audiences. By creating pieces that focused on certain aspects of the MLSE Foundation’s work that could be passed out in combination with the Annual Report, we created an experience with high level and detailed information that could be tailored to an audience’s needs.

This suite of printed pieces included folded one pagers specific programming and infographic promotional postcards to distribute and share impact. All or some of the materials can be distributed in a bespoke pocket folder.

Presentations to stakeholders or potential stakeholders are a typical touchpoint in the social good sector, and we wanted the MLSE Foundation to be able to put their best foot forward as they make their “Case for Support.” So we created an adaptable slide deck template with a variety of layouts & designs that the team could easily update and populate with the relevant content and take their presentations to the next level.

The template has dynamic content that can be updated or used as is for fast turnarounds. In addition to the multitude of slide layouts, all of the brand’s graphic elements were included as a catalogue in the template for ease-of-use.

One of the MLSE Foundation’s flagship projects was the opening of the Regent Park Athletic Grounds in 2016. The revitalization project created a space for partners to host over 7000 hours of programming that has impacted over 3500 kids by giving them the opportunity to engage in sports. Three years after the opening, the MLSE Foundation wanted to celebrate the work by gifting the project’s building & granting partners a memorial photo book that showcased Regent Park in use and highlights all the different programming that is taking place.

Another flagship project pioneered by the MLSE Foundation is MLSE Launchpad –  a space where “Sport For Development” is used to address some of the most significant issues facing youth today through four pillars: Healthy Body, Healthy Mind, Ready For School and Ready For Work. One of MLSE Launchpad’s Ready For Work initiatives is the Leaders In Training (LIT) Program – an annual program where 20 youth ages 15-18 are hired as summer daytime staff. The program has been hailed as a huge success, and we developed a photo book that helps share the program’s impact through participant stories.

The design is youthful and fun, utilizing elements of social media graphics that echo the instagram photo stories that ran in conjunction with this printed piece. The layouts showcase the program’s impactful photography on a large scale with light touches of the game plan graphics.

We are so grateful to be able to continue our partnership with the MLSE Foundation, and to be able to help them create a strong brand that supports the work they’re doing as they improve the lives of young people through sport. 

Look out for more #RelationshipGoals posts as we keep spreading the client love!

 Loop is a creative design agency working in the design for social impact space. Let’s work together!