The Vision

The New Hampshire Fisher Cats are a Double-A minor league baseball team and affiliate of the Toronto Blue Jays. The team's current logos have been in use since 2008, with the last major update being a change to the primary colors in 2011. In the ever-evolving landscape of minor league baseball branding, I wanted to make a concept of a complete brand overhaul, to include colors, logos, jerseys, hats, and merchandise to refresh the team's look and foster a sense of state pride through the design.

The main goal for the design was to use the branding and color palette as a means of connecting more with picturesque nature of New Hampshire, particularly through the use of the state's iconic White Mountains and Mt. Washington as points of inspiration. To achieve this, I referenced the well-known imagery and signage of White Mountain National Forest and the broader National Park and Forests System symbology, in addition to photos of the New Hampshire's mountain ranges, and of course, the team's mammalian namesake, the Fisher.

Through this initial exploration and mood boarding, my goal became focused on the following: rebrand the team with an eye-catching, nature-inspired color palette, combined with wordmarks and logos that evoke a rustic, warm, nostalgic sense that one may encounter when exploring New Hampshire and its natural beauty.