With declining attendance, the Toronto Blue Jays needed to revitalize the baseball experience and appeal to a new, younger demographic. We collaborated with the Toronto Blue Jays to establish a new brand positioning and expression. The updated expression included a new logo, uniforms and an enhanced stadium experience. The new revitalized brand was a hit. Stadium attendance and viewership rose, and the Blue Jays moved from last in the league to top five in merchandise sales within six months.