New York Knicks

We partnered with the New York Knicks to rebrand and modernize their public image,aiming to strengthen connections with fans and improve brand perception amid a struggling on-court product. The effort focused on enhancing the team's "cultural momentum" and relevance in New York.

I worked with the Strategy and Context teams to establish the brand attributes and design drivers that would inform how the brand evolution would plot forward. We collaborated with the client every step of the way to ensure stakeholder buy-in for the final look and feel. In the end, we authored an indexical set of guidelines that codified how the Knicks would show up in all of their communications moving forward. A whole new set of rules was built around color usage, logo usage, new brand marks, a whole new typography approach, dynamic brand angles, photography POV, as well as a large collection of usage examples to illustrate how everything comes together.

Agency: Translation
Role: Design Director

Responsibilities:

• Brand Strategy

• Visual language creation

• Brand guidelines

• Client facing