As a sports brand, we defined the SBL’s core qualities as being dynamic, energetic and challenging. We have created a visual language for the SBL that is imbued with all of these qualities and also has the inbuilt flexibility to work across all media touchpoints.
This is most evident in the new brand logotype, wherein the central “B” of SBL has been crafted to evoke the image of lightning, and the holding device surrounding the logotype suggests the shape of a basketball – so we never lose sight of the world this brand belongs to.
We created all on-air and off-air brand assets, which have been translated into a multiplatform launch campaign.