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Old 01-15-2014, 07:38 PM   #1 (permalink)
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Raptors select design firm for our rebranding

Sid Lee has won the business for Maple Leaf Sports and Entertainment-owned NBA team the Toronto Raptors.Dustin Rideout, head of strategy, Sid Lee, says the win comes following a competitive review and work begins immediately.

The agency will be working with the team to rebrand its visual identity.“The look and feel from what people see on the hardwood up is the initial focus,” he says. “We are looking at this as a holistic brand platform that can propel the team into the future.”Sid Lee’s win expands the agency’s work with the sports company having also recently worked on a campaign for Toronto FC around the tagline “It’s a Bloody Big Deal,” which announced English striker Jermain Defoe joining the team from English Premier League’s Totenham Hotspur.

The TV, digital and OOH campaign is the largest the club has launched in years and aims to show fans old and new that the team is committed to winning, says Jared Stein, account director, Sid Lee.
Sid Lee wins Toronto Raptors account strategy

Sid Lee pitched for the Raptors business just before Christmas.The agency will be responsible for a wide range of tasks including designing the new visual identity of the team – including a new logo – as well as new uniforms.It will be some time before those changes are visible to Toronto fans, however.

The National Basketball Association has a strict system of approvals in place for teams’ visual identities and for any changes to team brands. A new logo and other visual elements will also mean many changes to the team’s merchandise at the retail level. That will be in a couple of years, the agency said.Last year, the Raptors appointed rapper Drake as the global ambassador for the brand, who would be directly involved in the rebranding of the team.The agency has already met with Drake once.

“In that meeting, it became clear that he takes it very seriously, and he knows what he’s talking about,” Mr. Piazza said. “He’s an ambassador in terms of his celebrity status, but he’s also really thought about it.”
Sid Lee tapped to head Toronto Raptors' rebranding campaign - The Globe and Mail

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