Rebranding the Nets from New Jersey to Brooklyn consisted of a total makeover. The changes included new colors, fonts, logos, uniforms, websites, basketball court design, a new mascot, marketing, and all the details in between. A lot was made of Jay Z having done most of this himself, but the truth is that this was a major undertaking that also happened to coincide with our team working on opening a new arena at the same time. A lot of blood, sweat and tears went into the team's relocation the result was a highly successful first season in Brooklyn that I was extremely proud of.

Leveraging the Brooklyn brand, the "Hello Brooklyn" marketing strategy aimed to see the Nets enter the borough with a humble approach. The success of the campaign was anything but.

The plan incorporated a grassroots activation that included utilizing local shops and vendors, local outdoor advertising, subway advertising, street teams, a successful social activation (#hellobrooklyn), and merchandise. The campaign also included a TV spot shown throughout the tri-state region. The effort garnered the Nets organization the "Best Integrated Marketing Campaign" prize at the PromaxPBA Awards, 2012.

Creative Direction for non profit organization promoting sports and life skills in Southern Africa. Materials include: benefit posters, t-shirt designs, logos, collateral, videos, website and online advertisements.

BCTV - Barclays Center Televison - was created to an outlet to provide content and tell Barclays Center and Brooklyn stories. Content includes interviews, show recaps and coverage, community stories and events, as well as in-arena activations. Videos live within the BCTV section of the arena website and are also shown on the 700 TV's within the arena prior to and during events.

Platform creation included hiring videographers and a host, purchasing equipment and software, website design and development, logo and animated graphics creation, outside agency collaboration, programming development and scheduling, editing direction, plus promotion. 

In partnership with American Express, Home Court Advantage is a live pregame show airing via the team website and app prior to each Nets home game. The hosted show includes team news and events, social media interaction, and pre-produced video clips and segments.

Launching the platform required app and site integration, livestream equipment and training, staffing, production format and scheduling, and graphic creation.

A couple more versions here

See larger versions here.

Photoshop, Illustrator

Hand Drawn, Photoshop, Illustrator

Created in Illustrator. See the entire story here and "The Luke Highfire Story" film here.

Hand Drawn, Illustrator