Brand Identity
Art Direction
Campaign
Digital
Social Media Assets
The project explores a progressive and innovative future contingency for the NBA. The strategy was to rebrand, and implement a new direction influenced by the organisation’s colloquial title, the league. The ambition was to rectify the conservative and bureaucratic visual tone of the association, and define a new visual direction that reflects the dynamic nature and culture of the game.
The approach was to pursue a dynamic and kinetic appearance indicative of the brand personality and environment. It needed to communicate the brand’s core purpose, and represent the platform’s status as a driver of cultural influence and change.
Developed and integrated a new art direction that amplifies and enhances the rebrand by delivering a cohesive and coordinated visual language system that communicates the concept of pure performance.
The pure-image focus is intended to capture and reflect mindset, mentality, attitude, and flow state. Composition and cropping direct our attention to physical expression and emotion, positioning the brand to authentically depict its core purpose and essence. Accompanying typographic elements activate and amplify the potency of the imagery.
