Case studyGB Basketball

GB Basketball, brand positioning and identity.

GB Basketball were on a mission to put the bounce back in their brand. With a new Board in place there was a renewed push to attract vital funding and commercial sponsorship – and a brand transformation was essential to gain stand out.

We came up with an unusual approach to building the new brand. Our creative team wanted to capture the kinetic energy created by the bounce of the ball with a pop up street art and film event. Taking over the disused Brabazon aircraft hangar, we painted basketballs and repeatedly threw them against a wall to create a splatter effect. We also used the venue to capture the players in action.

Mr B & Friends partnered with motion studio Shadowplay to create behind the scenes footage and a suite of player portraits and hero CGI imagery. Bristol-based graffiti artist Silent Hobo made one-off GB branded balls, which were also used on the shoot.

Client

GB Basketball

Duration

4 months

Teams

Strategy, Creative, Digital, Client Services

Steve Richardson quote

As a creative business we thrive when clients are open to brave ideas and collaboration. This is a complete first for us, creating an experimental identity of this scale ‘live’ on the day, but the hard work paid off.

Steve Richardson
Executive Creative Director, Mr B & Friends

Imprints from the day were digitised and were paired with bold colours and type reminiscent of the names and players shirts. Print textures were used as background graphics and to create the dimpled effect typeface.

The identity works in tandem with the GB Basketball Board’s vision to improve basketball from grassroots to GB teams by adopting a whole sport approach and working closely with basketball communities. The innovative look has given the sport a brand and graphic language that reflects the urban roots of the sport, appealing to a diverse and streetwise audience.

Lisa Wainwright

We are delighted with the new brand for GB Basketball. The energy and impact chimes with our new vision and will help propel us to success as we target additional funding for the team going forward.

Lisa Wainwright
CEO, GB Basketball