Recap 03/2025
To say I've been preoccupied with the Blue Jays all fall would be an understatement. October baseball is my favourite time of year; if I had my way, I would watch every inning of every game. Even if they didn't win it, it was a great experience. And also why this newsletter didn't come out sooner.
The quarter also marked a big step for my business, as I signed a 2-year lease to keep my office. It's an excellent space for me, and I'm planning to use it for some new projects soon.
Some interesting notes about my office building:
- It was an old Wrigley chewing gum factory from 1915
- They made Doublemint, Spearmint, and Juicy Fruit products
- Still has many architectural elements from the early 1900s, including its brick facade, large interior columns, and even an old elevator
I love the rugged factory charm that the building brings. If you're in the neighbourhood, give me a shout and pop by.
HONK Team T-Shirts
Recently, I started working with HONK, a tech company making parking easier with mobile payments and innovative digital tools. I've been handling day-to-day design needs and collaborating with their team to evolve their brand to align with new goals and direction. But I'll get into that a bit more in the next email.
Every September, the HONK team attends the National Parking Association Expo, which this year was held in Indianapolis. To help the team stand out on the trade show floor, we designed custom T-shirts that showcase their personality and build on the idea of Indy as the 'Crossroads of America'.
The design included a highway sign-inspired crest in HONK's brand colours, with the slogan "All roads lead to HONK". They were a hit on the trade show floor — bold, fun, and unmistakably HONK.
Axeman Illustrations Sneak Peek
A few years ago, I designed the brand for Axeman Tree Services, a fireman-led company that blends grit and craftsmanship. We used axes from both industries as key graphic elements across the logo, shirts, and custom die-cut business cards.
This year's focus has been on expanding their website to showcase everything they offer. We created a series of custom illustrations that add character and keep the same hand-crafted spirit as their original brand.
Stay tuned for when the full website launches.
Stature Films Note Cards
Andrew from Stature Films reached out to create custom note cards for clients. His goal was to create something that would impress as soon as they received it, and show the gratitude and personal effort of a handwritten note.
We worked with Passion Letterpress to print these minimal note cards and envelopes. They included the Stature logo with 'from the desk of" text in rich, deep blacks and a bold impression on thick 220lb cotton paper.
We focused on texture, weight, and impression — small details that make every handwritten note feel intentional.
Given the Blue Jays' playoff success, we have seen a boom in local artists creating Jays-themed content. I love seeing how local designers capture the energy of the Jays' run.
A few that stood out:
• Legends League /Bryan Espiritu did some amazing World Series t-shirts and hats.
• Illustrator and screen printer Stephanie Cheng did minimal prints of multiple Jays.
• Toronto-based illustrator Dave Murray and his geometric style of many playoff stars.
Closing Note
Every project this quarter has been about strengthening the foundation of a brand, whether through strategy, design systems, illustration, or thoughtful details that leave an impression. It’s the kind of work that helps businesses show up in a way that feels true to who they are.
Whether you're building something new or evolving what's already there, I help brands find clarity and momentum through thoughtful design. I'm always up for a conversation if you've got something coming up.
Until next time,
Dan Caroleo
Problem Solver | Maker | Brand Builder | Designer