Creating a new identity for the NBA Europe ecosystem.
The NBA Europe Legacy
Home to NBA legends such as Dirk Nowitzki and current greats like Giannis Antetokounmpo, Nikola Jokic and Luka Dončić, NBA Europe were seeking a new identity which reinforced the successes and glory of the best European talent in the NBA, and which provided a point of differentiation to the overarching NBA brand in America.
A Unique Region, A Unique Look
Our new identity celebrates some of the greatest players to ever grace the court, whilst also reflecting the diversity and individuality of key regions across Europe with the aim of empowering European communities and young players, and excite a new generation of fans off the court.
Through a series of consumer research groups and data modelling, we created six key audience personas focused around music, fashion and lifestyle preferences. These personas acted as our consistent marker to ensure we picked up on the latest trends from each region and we remained reflective of the attitudes throughout Europe.
A Progressive Look for a Progressive Sport
We pushed the boundaries of the rebrand to include a progressive typography, duotone treatments and cultural flair, including Stickers and GIF packs, enabling NBA Europe to speak to fans on multiple platforms and place them at the centre of social conversations.
NBA Paris Game 2023
To celebrate the NBA returning to Paris in 2023, the NBA approached us to create a new visual style reflective of the occasion. Rather than showcasing what the NBA would be bringing to Paris, we wanted to show what Paris would bring to the NBA. The sport of basketball is adored throughout France with courts all around the country, many of these are in urban areas which has bred a unique style – none more so than Paris. We wanted to incorporate this urban Parisien grit and juxtapose it with the traditional NBA branding to create a fresh new identity reflecting the underground street culture and free flowing nature of basketball.
An 8-part, in-language docuseries that explores the local culture, history and basketball communities surrounding the game throughout Belgrade (Serbia), Bologna (Italy), Cologne & Leverkusen (Germany), Istanbul (Turkey), Kaunas (Lithuania), Paris (France), Seville (Spain) and Thessaloniki (Greece).
The NBA has long been dominated by American athletes. But with European players winning the last 4 MVPs, is this dominance starting to wane? To explore the recent growth in European talent, the NBA commissioned a content series highlighting 8 hubs throughout Europe which have been integral in producing players. In order to launch the films, we were tasked with creating a suite of social assets taking inspiration from the individual flavour of each city and player but still having an overall holistic feel. From street courts to stadiums, this campaign encapsulates exactly what basketball means to each individual city. The collaged aesthetic and layered photography provides an insight into the heart of these unique locations, combining personality and place to showcase the depth of basketball in Europe.
NBA All-Star Game
The All-Star Game is the pinnacle of the NBA season. The 28 best players in the league come together to showcase their talents across a weekend. From the game itself to the 3-point competition and Slam Dunk contest, the action comes thick and fast and over the year these events have all delivered legendary moments. Few of these moments have surpassed when Vince Carter introduced the world to Vinsanity. We’ve all seen the footage multiple times, fans and players alike in total awe at what they had just witnesses. But how do you to continue to drive engagement with such a moment that has been seen by millions so many times already? We wanted to give fans a unique opportunity to see this like never before, pausing at the peak of Vince’s leap and giving a full 360 degree view of one of the most iconic dunks of all time.
NBA Europe NFT
To celebrate their 75th anniversary the NBA created a fan vote to pick the All time European 1st & 2nd starting fives. The challenge was how do you create interesting enough content to engage the players, break through all the talk surrounding the anniversary and stand out in an over saturated market.
Digital trading cards have a become a common way for fans to connect with their sporting heroes. With NBA Top shot reaching a market capitalisation of $1.1 billion and an iconic LeBron dunk and Vince Carter three-pointer becoming the world’s most expensive NFT’s. But whilst the NFT market is too volatile for most fans, the desire for the design aesthetics and link to virtual memorabilia is incredibly strong.
We created a series of NFT style commemorative digital trading cards. Each one showing the stats and moments that showed why these iconic players were chosen for this ultimate honour.
Perfect for the social channels, the content caught the eye with its amazing animation and cutting edge design. So much so that the content itself became pieces of virtual memorabilia in its own right.
Reaching 97.5 million people, the conversation became not just about which players made the team but how fans could get hold of the commemorative digital cards.
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