The Misson
CHAMPION OUR NBA ICONS AND BRING SOMETHING NEW TO THE TABLE FOR THE NBA. A NEW LOOK, A NEW ETHOS BUT THE SAME GROUNDING. A DIRECTION THATS STEEPED IN FANDOM AND CULTURE.
Brand x Logo Design x Concept Design
The Lock-UP
A definitive response to what the NBA is known for but with a slight tweak. Custom font that feels true to the spirit of the NBA but also gives something new and more relatable for the fans.
Thought starters
Momentum
Dynamic, Energetic, Moving, Pushing
Lock-Up parameters
On-Court attribiutes
FastPaced,Skills,Unpredictable,
Intense,Fun
off-court attributes
Principled, Culture, Community, Global
INitial Sketches
type study Audit
The Mnemonic
Using a few sketches I wanted to create a sound profile that felt natural of its surroundings.From sneakers on the court to the fans cheering in the stands.
Mnemonic Principles
Motion principles that are inspired by sport to generate an energetic tonality that is concise, decisive, and snappy.
Take inspiration from the sounds that underlie every sport: imagine the sound of a runner’s shoe every time it hits the tarmac, or the sound of a basketball bouncing off the ground. We convert it to create rhythmic yet organic animation curves and tempo.
DECISIVE
Every movement has a clear intention defined by specific direction and speed.
CONCISE
Each sequence should have a limited number of movements (ideally < 3).
SNAPPY
Short holds and fast speeds define the rhythm of the sequence.
FOCUSED
Clear hierarchy of primary and secondary animations.
Mnemonic study
The Visual Language
The idea was to offer something fresh but still very connected to the NBA culture. The ask was to inspire with minimal effort. What came to mind was breaking the system a little with inspiration from Swiss design. Let the icons of the games shine with bold yet clean/minimal design elements.
The Anthem
That's Game is a definitive statement, part bar-setting, part boast, very of the culture. This campaign will bring dimension to the league through a mix of on-court action, cultural plays, social justice, nostalgia, personal stories, and more.
The Anthem is the big emotional reveal that establishes what the NBA stands for and invites fans of all levels to define and debate alongside us.
