NBA Springs To The Basketball Court With Bouncy Visual Identity
Image via Saatchi & Saatchi UK
Basketball stands as the second-most popular sport in the US. To capture new spectators from other parts of the world, the National Basketball Association (NBA) has put its head in the game to breathe life into Hoop Cities, a new eight-part docuseries circling around “the culture, history, and connective power of basketball in Europe.”
Helping the NBA bring its aesthetic A-game is communications agency Saatchi & Saatchi UK, which has set the entire, dynamic visual identity in the basketball court, no less.
Typography is the star player of this branding. It forms a flexible frame to create a makeshift court that morphs to depict a basketballer’s perception as they dash across it, and even zooms out to deliver a bird’s eye view.
“Keeping basketball at the heart of the idea, we used the court to flex our conceptual design and motion capabilities, unifying players, communities, and cultures to create a fresh new identity,” Saatchi & Saatchi UK expresses in a statement.
Hoop Cities, which premiered on September 28, follows basketballers from Greece to France and Turkey. You can watch it here.
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[via Creative Review and It’s Nice That, videos and cover image via Saatchi & Saatchi UK]
