Creating a new identity for the NBA Europe ecosystem.

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.

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.

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.

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.