New York Knicks,
branding.
Role: Senior Designer/Developmental Creative Strategy
A brand system created for the Knicks' 2020 Season geared towards attracting Gen Z as well as celebrating the persona of New York.
Creative Audit
To kick off the assignment we started with an in-depth audit on the Knicks and our target demo. Over the course of several weeks we looked into Knicks history and dissected any component of their brand identity and visual language (past and present).
After articulating a point of view we also looked towards our key market; Gen Z.
Asset Creation
After our audit and chosen direction we fleshed out our designs and graphic language. In designing against social and OOH we created rules around typography, hierarchy, the use of the angles that are based on the core Knicks logo, use of textured photography and highlighting players, as well as a thought-out use of the secondary logo as supporting texture.
Brand Guidelines
This 74 page brand book was the result of 5 months of labor from audit to execution.
