The Brooklyn Way
The 6th Annual Awards
- Best Art Direction
- Best Integrated Campaign
ABOUT THIS ENTRY
Omni-channel brand campaign for the 2023-2024 Brooklyn Nets season that sought to authentically grow fan pride. 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.
How does this represent “Excellence in Engagement”?
Our campaign incorporated a variety of mixed media – from writing by our players, to hand-crafted graffiti and accent elements, to painted textures and vibrant 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.
Objective
Our primary goal was to build upon the visual foundation we laid last season and to continue to evolve The Brooklyn Way. Through a cohesive yet dynamic visual direction, we aimed to celebrate Brooklyn’s multi-dimensional nature and reflect its vibrant and ever-flowing energy. Inspired by our borough’s rich textures and personality, an intentionally layered and diverse set of typography and graphic elements provided us a broad toolkit to apply to season-long storytelling. 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.
Strategy & Execution
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.
Organizations
- Brooklyn Nets
- BSE Global
Links
Featured
- Sophia Chang
- Ian Isiah
- Kareem Rahma
- Ethan Hawke
- Rahim “The Ocky Way” Mohamed
- HDBEENDOPE
- Boi Angel
- Meliii
- Juice with Jakai
- Ron J Rock
- Ben Simmons
- Cameron Johnson
- Mikal Bridges
- Dorian Finney-Smith
- Dennis Schroder
- Nic Claxton
- Noah Clowney
- Dariq Whitehead
- Keon Johnson
- Keita Bates-Diop
- Cam Thomas
- Day'Ron Sharpe
- Trendon Watford
- Lonnie Walker
- Dennis Smith Jr
- Jalen Wilson
Credits
Andrew Karson
Executive Vice President, Brand Marketing, Strategy and Solutions
BSE Global
Kerry Paul
Vice President, Creative
BSE GLobal
Jessie Kavana
Art Director
BSE Global
Liz Zouzal
Director, Brand Strategy
BSE Global
Graham Olney
Manager, Brand Strategy
BSE Global
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
