Art direction & design work for the 2023-24 Brooklyn Nets Season Campaign – The Brooklyn Way.
Our main objective was to enhance the visual foundation established in the 2022-23 season and further evolve The Brooklyn Way. Utilizing a cohesive yet dynamic visual approach, we sought to celebrate Brooklyn’s diverse nature, drawing inspiration from the borough’s rich textures and personality.
We created intentional layers of typography and graphic elements, providing a versatile toolkit for season-long storytelling. Collaboration with Brooklyn Nets players and locals enriched our typography kit as they contributed their own versions of The Brooklyn Way.
Authenticity through visual storytelling brought us closer to our audience, and thus, fostered generational fandom with domestic and international markets while positioning the Brooklyn Nets as Brooklyn’s team.
THE TOOLKIT ––––––––
THE TOOLKIT ––––––––
Today’s basketball fan is as invested in the on-court performance/product as they are the personalities creating those memorable moments. This campaign aimed to bring Brooklyn Nets players closer to the fans by infusing personal player elements and capturing their unique personalities through photography. Centering much of this work around handwritten text from the players themselves enhanced unique player storytelling while adding a personal, homemade touch. It’s meant to feel vibrant, authentic, dynamic, and eye-catching to continually engage the audience.
THE CREATIVE ––––––––
THE CREATIVE ––––––––
APPLICATION ––––––––
APPLICATION ––––––––
Our campaign incorporated a variety of mixed media – from writing by our players, to hand-crafted graffiti and accent elements, to painted textures and raw dynamic photography. We’re proud to continue to push the boundaries as we’ve done in campaigns prior, past traditional graphic design techniques and applications. Bringing many different elements into this campaign and giving them cohesion has given our visuals an edge and an energy we feel uniquely represents Brooklyn and its team, community and fanbase and are excited to continue to build on.