NBA 2K

NBA 2K "Ball Over Everything"
Brand Refresh

Despite NBA 2K being a 25 year old basketball icon, an annual release schedule meant constantly reintroducing ourselves to our audience year over year – new taglines,
new design systems, and a new tone of voice.

So, with the launch of NBA 2K25 on the horizon, we
pushed for the brand to pivot and take ownership of its cultural icon status. This meant crafting a new long-term brand positioning, brand manifesto, tagline, visual language,
and tone of voice.

We started by establishing a new confident, bold, and audacious tone of voice and brand manifesto that led into our new BALL OVER EVERYTHING tagline. From there, we build a fully-flexible design system built to evolve with the brand and the ever-changing visual languages of each
WNBA and NBA franchise.

With that foundation laid, we designed a more bold and competitive set of covers (including the first dual-gender cover in franchise history), a confident announce trailer celebrating our three cover stars, and a bold launch trailer making a call for a return to the competition we love in
the sport.

Though early in the long-term lifecycle of this new positioning, our BALL OVER EVERYTHING tagline had
a 73% YoY increase in brand recognition with our audience, #NBA2K25 organically trended #2 on X, our launch trailer organically trended #3 on YouTube, the Vince Carter Hall of Fame cover became our most liked cover in the history of the franchise, our gameplay reveal trailer saw a 213% YoY increase in views on social, and we saw a 48% YoY increase in video views across ALL of our campaign content.

And best of all, I get to see how other creatives build on
this foundational work in the coming years.

The most liked cover in NBA 2K History

A bold brand manifesto

A new long-term brand tagline

And a new fully-flexible design system

Then brought everything together in
high-impact gameplay trailers