NBA G League — JHNMCLGHLN

I worked with the NBA as a creative lead at Laundry Service. We went from making a TV spot for an E-Sports league to building and branding a new team, all while revamping the NBA G League’s social identity.

SOCIAL REBRAND

Our work for the NBA G League started with a social rebrand. We introduced a new typeface, photography treatment, and overarching strategy that would make the league — as the client brief states — “cool and relevant” while increasing their follower count and engagement by a few hundred thousand in just a few months.

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INTRODUCING

Before attracting the top youth prospect basketball players, we started with a content series called “Introducing.” This series launched our new social strategy and creative approach by telling the stories of four rising NBA G League players.

WINTER SHOWCASE

We designed the 2019 Winter Showcase Court based on our social identity for the league. This project also translated into a content series on Instagram Stories, tapping aligned partners like Cassy Athena to photograph the players off the court.

IGNITE

After helping the NBA G League re-think its approach on social media, we worked with them to attract a younger audience, which led to signing some of the top high school prospect players globally.

Starting with Jalen Green and signing five more top players across the U.S., Philippines, and India, the groundbreaking Ignite team took a whole new approach to a career in basketball. Instead of the college route, they chose the pro path in the NBA G League.

We had the incredible opportunity to design the team's identity and announcement creative. This work included a Twitter stunt on Gatorade's account, a video introducing the new visual identity for the team, and tapping a group of emerging artists and illustrators to create the league's first digital team posters.