FINAL PROJECT FOR A COURSE AT THE NEW YORK CITY SCHOOL OF VISUAL ARTS:
EXPERIENCING BRANDS THROUGH INTERACTION DESIGN.
DURING THIS COURSE I SHEPHERDED A BRAND FROM IT'S INCEPTION TO EXECUTIon of A COMPREHENSIVE BRANDING STRATEGY.
skills and concepts explored include DEVELOPMENT OF a CREATIVE BRIEF, persona development, logo design, touchpoint optimization, interaction design, product design, and more in a critique-driven, workshop-style course.
BRAND/PERSONA DEVELOPMENT & THE CREATIVE BRIEF
The Meadows Basketball Club is a 501(c)(3) non-profit AAU Basketball program based in Queens, New York City.
The Meadows is committed to the development of athleticism, competitive attitude, teamwork, and integrity of young men in the New York City sphere of influence.
To compete with top AAU programs in New York City and nationwide both on the basketball court as well as in recruiting and development of top regional talent. To be known as a regional powerhouse and develop elite NCAA Division 1 recruits. A key milestone toward this goal is to receive an invitation to the Nike Elite Youth Basketball League (EYBL), the most prestigious AAU circuit in the nation.
target audience/ideal customer
The target audience is elite basketball talent in the NYC area, including Westchester, and Long Island. In particular, The Meadows is focused on recruitment, retention, and development of Queens-based basketball talent. Want to target prospective players who also excel in the classroom. This is an indicator of coachability, basketball IQ, willingness and ability to learn and improve, among other intangibles.
Young males ages 12-17, living in New York City, Westchester, and Long Island. Predominantly urban demographic. Multi-device digital natives. Likely takes bus/subway to commute to school and travel day-to-day. Consumers of ESPN and in particular NCAA and NBA basketball. Likely interested in streetwear and sneaker fashion, as well as hip-hop.
NY Rens (New Renaissance), PSA Cardinals, NY Lightning, and NJ Playaz. All AAU Teams based in the NYC-Metro area and members of the prestigious, invite-only Nike EYBL AAU Circuit.
how are we different from our competitors/greatest asset?
Despite our end-goal of receiving an invitation to the Nike EYBL; in the meantime it must be mitigated in recruiting of talent. We cannot offer top-talent the opportunities that they will be offered by EYBL programs, but borderline-EYBL talents can be targeted by offering them significantly more minutes and opportunities to develop their leadership skills. We must also play up our brand identity as the AAU program of Queens, NY and appeal to the sense of community within the borough-- which just happens to be a hotbed of youth basketball talent..
Disruptive, Disciplined, Proud.
BRAND IDENTITY & IDEATION
The heart & soul of The Meadows Basketball Club is its home borough of Queens, NYC. The most diverse of the five boroughs, Queens has been able to maintain its strong sense of community.
We want to play up the connection to the community using Queens-centric imagery such as the Unisphere-- a 1964 World's Fair tribute to the Space Age which stands tall over Flushing Meadows to this day.
The brand must feel fresh, however, to appeal to the youthful audience and to set it apart from some of the underwhelming team identities prevalent in the AAU sphere.
Exploring the Queens-centric branding concept led me to the incorporation of the Unisphere into the logo by combining it with a basketball. Critiques generated from these concepts centered around the fact that the Unisphere wasn't very recognizable without the orbiting paths.
Further refinements were made to align the interior lines of the Unisphere and the ball as well as maintaining a mostly consistent stroke width throughout the logo.
I already hinted at the color scheme with the predominant use of Purple in the logo iterations. I drew from the Queens-based 7 Train Subway Line (The Purple Line) for inspiration.
I also wanted to distinguish from the all-too-frequently used color scheme of Blue & Orange in New York City sports.
However, it became clear in workshop and critique sessions that the Purple needed a contrasting, balancing color (read: not Black). I landed on a scheme inspired by the Charlotte Hornets (Primary Teal, Secondary Purple), though in reverse.
With the Typography & Wordmark I hoped to channel some of the 1964 World's Fair ambiance without feeling dated. I also wanted to capture some of the attributes common with athletic typography-- Sans serif, bold, sharply-angled, single-case fonts.
I was able to find the perfect blend of these elements with a typeface titled "Washington Heights". Not quite the right borough, but close enough for our purposes.