NBA

I developed a new brand visual language for the NBA that redefined its creative direction by shifting the focus toward a minimalist, high-impact aesthetic. Moving away from overly complex sports graphics, the new design system anchors itself in large, structural typography, uninterrupted fields of league and team-specific colors, and heroic photography that treats athletes like larger-than-life icons. By pairing this bold scale with generous negative space, the language captures the explosive power and motion of basketball in a premium, editorial format.

Agency: Translation
Role: Design Director

Responsibilities:

• Brand Strategy

• Brand identity

• Visual language evolution

• Brand toolkit

• Client facing