CHALLENGE

The British Basketball League is the most elite basketball championship in the country, but its brand wasn’t telling that story. With new investment came the perfect opportunity to rebrand, and an opportunity to speak to fans in a totally new way.  

Our challenge was to help the British Basketball League start a movement. To do that, we needed to leverage their cultural legacy, listen to the community, and most importantly, be brave. It was time for the League to come up, and to bring the next generation with them.

STRATEGY

Unpolished and unafraid, hungry for connection, and ready to make their mark: we recognised the same traits in the British youth culture as we did in the League.

So we articulated a single word that would unite the League’s vision and the audience who could make it happen; it was a word that captured their passion, their mindset and the lifestyle of British Basketball. The word was UNBEATABLE.

SOLUTION

The British Basketball League was ready to bring their new attitude to everything they said and did.

Raw, dynamic, outspoken and positive, the brand had an energy that deserved bespoke typography, vibrant colour and original competition identities. No one was going to be forgetting the British Basketball League in a hurry.

It was time to make people sit up and take notice. Underpinned by UNBEATABLE, we crafted a launch campaign that reflects the fans, celebrates the athletes, and captures the all-important culture of the game. 

A huge part of that culture is music. We commissioned and developed an original brand anthem to become the soundtrack of the revolution.

Using movement mapping and taking inspiration from the identity storytelling, we crafted a fluid yet electric motion theory that punctuates game footage, broadcast graphics, social media content and event experience.

RESULTS

341% increase in video viewership.

7.5m campaign views.

89% increase in viewership of the opening three fixtures on sky sports compared to last season’s opening three fixtures.