NBA
The power of basketball
The NBA was looking for a way to bring its Mission and Values to life across a fan experience that spans a global audience and dozens of channels and partnerships.
Employee workshops and interviews were conducted across the globe to establish a single statement that captures and telegraphs the energy and dynamism of the NBA. After a number of workshops in the United States and internationally, we landed on “The collective celebration of the big game.” This statement captures the excitement, relentlessness, and inclusive nature of the league. To bring this statement to life, we created Experience Principles, Tone of Voice, and a Brand Narrative to help writers and content creators consistently and creatively inspire and engage everyone from hardcore hoopers to casual fans.
“Our Brand Feel, Personality & Tone of Voice encapsulates the unique energy of the NBA, reflecting the league as a sports property, an entertainment brand, a culture creator, and global community. The work has become an instrumental tool in guiding and inspiring how we bring to life our creative, content, and total experience more consistently around the world.”
Jen Sailer, Brand Strategy Director, NBA
Created at Interbrand
DELIVERABLES
Brand Feel (Personality)
A metaphorical phrase was created to capture the essence of the brand. This phrase acts as a north star, guiding how all NBA content and experiences should make fans feel.
Tone of voice
A tone of voice was developed to ensure consistency while engaging and inspiring audiences across the globe.
Brand narrative
To bring the brand feel and tone of voice to life, an evocative brand story was written that amplifies the desired feel and experience for the NBA.
Experience principles
From events to advertising to social media and beyond, experience principles were created to guide how audiences around the globe connect with the NBA.
CLIENT
NBA