Challenge
Two stories, one city
When co-owners Jeff Mooney and Jake Kerr reached out to Echo, they weren’t looking for just another coffee-table book. After nearly 15 years of stewardship, they were ready to tell the story of the Vancouver Canadians, and the deeper, richer story of minor league baseball’s place in the Pacific Northwest.
Inspired by other successful community-rooted books of ours — like the PNE’s 100 Years of Fun, 100 Years: The Story of Shaughnessy Golf and Country Club, and our work with legacy sports brands like Easton — they saw the potential for something bigger: a visually rich, emotionally resonant, and culturally informed history that would appeal to fans of the Canadians and the city itself
There was only one complication: this book needed to do double duty.
It had to tell the official story of the Canadians as a franchise while also surfacing untold stories about Vancouver’s baseball history, stadiums, leagues, and cultural evolution over more than a century.
Community and club. Myth and fact. Archival and modern.
And somehow, it had to be fun.
Solution
A dense but playful doubleheader
We give you Play Ball!, a book that stitches together over 100 years of regional baseball stories, all anchored around the rise and resilience of the Vancouver Canadians.
Our design brief was clear: create a book that was flippable, image-forward, and never intimidating. Based on sample spreads, we leaned into bold, blocky headlines; deep archival dives; and dynamic layout decisions that allowed illustrations, ticket stubs, field maps, and player profiles to pop.
That meant moving beyond linear biography to build a story out of eras and experiences. We organized the book into five historical eras, from the earliest sandlots to the Canadians’ triumphant return to Nat Bailey Stadium after the pandemic years. Along the way, we worked in dozens of voices and vignettes, from beloved local sportswriters to long-time ushers, superfans, and behind-the-scenes figures.
We were particularly inspired by the dense but clear layout of the memorabilia spreads and image-collage treatments, which helped unify a wildly diverse collection of photographs, ads, cartoons, and ephemera into something tactile and compelling.
Through partnerships with local archives and expert contributors — including collector Dave Eskenazi and historian Kit Krieger — we unlocked stories that had never before been collected in one place. And under the pen of acclaimed sportswriter Tom Hawthorn, the tone struck a perfect balance between reverent and rollicking.
Result
A home run at the Nat
Play Ball! debuted during the Canadians’ 2025 season opener. Fans snapped up every copy of the limited run within 30 minutes, each one a piece of Vancouver sports history, with limited signed editions by Jeff Mooney himself. A regular run became available immediately after.
The project exceeded every measure of success:
- Audience engagement: baseball fans, corporate sponsors, alumni, and sports historians alike praised its depth and design
- Sales impact: all proceeds were donated to the BC Sports Hall of Fame
- Cultural contribution: Play Ball! became the first volume to comprehensively document the full sweep of Vancouver’s baseball legacy, from community ball to pro franchise milestones
- Emotional resonance: Jeff and Jake sold the team later that year, but not before securing this defining artifact of their tenure and the city’s sports story
One more cool thing...
An institutional history that doesn’t read like one
This wasn’t just a book project; it was a citywide collaboration. The credits page alone testifies to the many hands involved. And the storytelling found its own spotlight: Play Ball! author Tom Hawthorn was interviewed by CityNews, and the book earned a coveted feature on the 1130 NewsRadio Bookshelf, praised for its “sharp writing, visual flair, and sense of fun.”
Inside the book, those values are on full display: clean layouts, distinctive type treatments, and vivid image curation echo the energy of a seventh-inning stretch. The cover’s red and navy palette and bold full-page imagery invite readers to jump in wherever they like. It’s an institutional history that doesn’t read like one, a testament to our work at the intersection of sports, community, and cultural memory.
Want to bring your stories — and your visuals — to life?
If you liked this story, you’ll love these. Whether you’re honouring a sports franchise, a community milestone, or a team that’s changed your city, let’s make your legacy something worth flipping through. Get in touch to start the conversation.