Saatchi & Saatchi UK’s newest consumer is none aside from the NBA. In what’s Saatchi & Saatchi UK’s first collaboration with the basketball league, the advert company has produced the id for Hoop Cities – a brand new eight half, in-language docuseries exploring “the tradition, historical past and connective energy of basketball in Europe”, a launch states. To encapsulate the plethora of components that feed into the sport, Saatchi & Saatchi appeared to 1 unifying image for inspiration: the court docket.
“To the basketball communities, the courts are the guts of town, we wished to make sure we captured this,” Nathan Crawford, Saatchi & Saatchi government design director, tells It’s Good That. The marketing campaign id is typographically-led; the title Hoop Cities morphs to the form of a court docket all through, in addition to adapting to extra literal and free square-shaped kinds round gamers. This deal with typography allowed Saatchi & Saatchi “to create a system that each promoted the title of the docuseries and created a framework. From right here we may construct out the visible id to spotlight native cultures, places and heroes.”
