Brooklyn Nets

 Foundation

At the onset of a major organizational overhaul, the Brooklyn Nets needed to communicate a clear shift from previous years and generate excitement about the direction the team was moving without over-promising on-court success. Forced to climb out of a hole of unsuccessful and shortsighted win-now deals from past leadership, this new team would need to find success in overlooked places, nurture and trust in potential, and outwork their competition every night—all traits acutely familiar to the borough they call home.

Our task was to translate leadership’s vision without the concrete building blocks teams typically rely on: players faces, on-court highlights, etc.—because the team that would take the court after our work was in market would look nothing like the one that played before.

Strategy

We developed a strategy that enabled flexibility in message while ensuring overall consistency with the organization’s vision. Anchored in a central tagline, our strategy offered four distinct storylines to flesh out during the course of the season.

We Came to Play…

The Right Way:
Showing unyielding commitment to rebuild with integrity

With Brooklyn Grit:
Demonstrating hard-work needed to earn the respect of the name on the jersey

To Prove Ourselves:
Highlighting personal stories of those with something to prove

At the Highest Stage:
Emphasizing the pinnacle basketball experience: NBA, NYC, Barclays Center