About
What is Fisher Classics?
Where sport meets story. And design brings it to life.
Fisher Classics is the creative studio of Dan Toomey — designer, illustrator, and lifelong sports tragic. Born from a love of bold visuals and the quiet mythology of the game, the studio specialises in visual identity, content design, illustration, and storytelling for sport and culture.
Dan has spent years working across media, publishing, and digital production — and founded Fisher Classics to bring sporting stories to life in ways that are thoughtful, memorable, and just a little unexpected.
From brand identities and editorial campaigns to collectible artworks and content strategy, Fisher Classics partners with clubs, media makers, and fans to create work that connects. Some projects live as limited-edition prints; others as podcast logos, heritage kits, auction pieces or Olympic tributes. We’re not bound to one medium — because the best stories aren’t either.
Rooted in nostalgia, shaped by design thinking, and made in collaboration with athletes, writers, and collectors, Fisher Classics turns sporting memory into something you can see, hold, and share.
'Cool but not pretentious, The true measure of the success of Fisher Classics is how well their work resonate with fans of football nostalgia and die hards a alike.'
Neil Jamieson - The Sporting Press
About the artist
Fisher Classics began as a creative outlet during Melbourne’s 2020 lockdowns—a passion project by designer and digital producer Dan Toomey.
What started with a love for cricket and design quickly found an audience. Dan’s debut First XI series struck a chord with fans in Australia, India, and the UK, capturing the spirit of the game through a handcrafted, vintage aesthetic. Since then, Fisher Classics has featured in The Cricketer Magazine, with glowing reviews from Marnus Labuschagne, Tim Paine, and Gideon Haigh.
In 2021, the range expanded with Fisher Footy, opening the door to custom work for footy clubs, premiership teams, Auskick legends, and collectors reliving moments from the game’s golden era.
Fisher Classics now also shapes the visual identity of Cricket Et Al, a modern cricket media brand known for its daily Test match coverage, sharp editorial design, and immersive storytelling. From cover artwork to podcast assets, Dan’s design work helps bring Cricket Et Al’s stories to life.
Every Fisher Classic piece carries a handmade signature—from carefully layered textures to scattered ink flecks and type that harks back to old cigarette cards and match-day programmes. These works are built with feel and soul—the same way a well-timed cover drive or midfield bump resonates beyond the moment.
“I love hearing the stories behind custom prints. There’s always something special—things you won’t hear on Fox Footy or the nightly news. These are personal, emotional pieces. I’m honoured people trust me with their memories.”
— Dan Toomey
Whether it’s a milestone, a memory, or a passion that runs deep, we’d love to help you celebrate it—with a Fisher Classic.
Clients
