The NBA teamed up with agency Saatchi & Saatchi UK to create and launch a new visual identity for the NBA through the launch of an eight-part docu-series titled ‘Hoop Cities’ which explores and celebrates the culture, history and connective power of basketball in Europe.
The dynamic concept and visual identity uses q basketball court to frame the narrative and, according to Saatchi & Saatchi, the design and motion seeks to ‘offer creative influence beyond traditional communications’. The graphics are inspired by the court itself and the flexible frame is adaptable to any format and features in the Hoop Cities series title sequences, as well as running across social and OOH to visually connect the European cities already linked through basketball.
Hoop Cities runs across NBA digital channels and the NBA app until the end of 2022: the docu-series visits eight different cities to explore Europe’s love for the NBA – exploring each city’s local culture, community and its hero hoops stars.
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This is the first NBA work by Saatchi & Saatchi UK which only won the NBA account in August 2022 after a competitive pitch process handled directly by the league.
The NBA said in a statement that it was “looking to build greater engagement and relevance among its European fan base”.
The NBA has a strong international presence with games available on TV in 215 different countries and territories and the league also boasts one of the largest social media communities in the world.
The new brand identity and content series is part of the NBA’s long-term strategy to build greater engagement and relevance among the European fan base.
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