Working closely with the Executive Director, Brand Communications, Foundation, Player Programs, Player Engagement, and Brand teams, I concepted and designed a wide array of creative assets spanning social media, branding, digital experiences, and physical communications. Every touchpoint, from evergreen content to major tentpole initiatives was made to amplify the values, ambitions, and real-world impact of the NBPA’s 450 NBA players.
To align the Union with a more contemporary voice, I spearheaded a brand refresh that reshaped both internal and external narratives, framing the NBPA not only as a symbol of excellence on the court, but as a driving force for positive change off of it.
The 450 are more than athletes. Through thoughtful and strategic storytelling, the NBPA became a vessel for their leadership, passions, and influence, delivering the same intensity and purpose that defines their play into the world outside the lines.