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Unveiling a new era for youth basketball with a branding slam dunk that resonates with the energy and passion of the sport
Branding
Brand Voice
Brand Values
Brand Persona
Brand Messaging/Voice
Brand Identity System
Marketing Collateral
Digital Design
Illustrator
Figma
Photoshop
FYBA, an all-star youth basketball association, champions the spirit of the game through nurturing young talent and fostering a love for basketball. Rooted in the core values of teamwork, excellence, and growth, FYBA is more than a sports organization—it’s a launchpad for tomorrow’s champions.
The association’s branding needed to capture the vitality and dynamism of youth basketball. Our challenge was to craft an identity that would not only stand out in the competitive sports landscape but also ignite excitement and connection with the young athletes and their supporters.
For FYBA, our approach was an all-encompassing brand evolution.
Brand Strategy: We started with the foundations—understanding the association’s mission, vision, and the young athletes they represent. This guided the development of a brand strategy that would reflect FYBA’s commitment to excellence in youth sports.
Visual Identity: The new visual identity was designed to be bold and vibrant, echoing the energy of the game. From the logo to the color scheme and typography, every element was crafted to tell the story of a forward-moving, dynamic organization.
Marketing Collaterals: With the new brand identity in place, we developed a suite of marketing materials that speak to the heart of youth basketball. This included merchandise, signage, and digital assets, all unified by the fresh visual language.
Engagement and Outreach: The rebranding was not just about a new look; it was about creating new touchpoints for engagement. We ensured that the brand would come to life across various channels, engaging the community and sparking conversations around the sport and the FYBA.
A collaborative approach was especially important for this project because FYBA is an organization that values inclusivity and teamwork. By involving FYBA's leadership team in the branding process through workshops and conversations, we were able to ensure that their input and perspectives were heard and considered. This approach not only allowed us to create a brand identity that accurately reflected FYBA's values, but it also fostered a sense of buy-in and ownership among the team at FYBA.
The workshops we conducted with FYBA's leadership team were a crucial part of the process. These sessions allowed us to delve deep into the organization's goals, target audience, and unique value proposition. We also used the workshops to present and gather feedback on initial branding concepts. By having an open and iterative dialogue with FYBA, we were able to fine-tune the direction of the brand and ensure that it would effectively connect with their intended audience. Overall, the collaborative approach and workshops were key to the success of this project.
One of the key challenges in this project was to create a visual brand identity that was professional enough to be taken seriously by coaches, players, and sponsors, but also approachable and relatable to the youth audience that FYBA serves.
To achieve this balance, we designed a sleek and modern logo that incorporates a basketball and the initials "FYBA." The colour palette is bold and energetic, with pops of gold that help the brand stand out. We also created a set of graphical elements and patterns that can be used to add visual interest and personality to marketing materials. The visual brand identity we designed for FYBA is professional yet approachable, and perfectly fits with the organization's brand.
