Working closely with the Executive Director and teams spanning Brand Communications, Foundation, Player Programs, Player Engagement, and Brand Partnerships, I concepted and designed creative assets across social, digital, branding, and physical communications. Every touchpoint, from evergreen content to major tentpole initiatives, was crafted 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. The work framed the NBPA not only as a symbol of excellence on the court, but as a driving force for positive change off it.
The 450 are more than athletes. Through thoughtful and strategic storytelling, the NBPA became a vessel for their leadership, passions, and influence, carrying the same intensity and purpose that defines their play into the world outside the lines. This case study serves as a flagship example of my work with the NBPA, tying together projects from Media Day hoodies and Rucker Park to advocacy campaigns like 450 Votes and Your Voice Matters - demonstrating the full breadth of my contributions to shaping the Union’s identity and cultural presence.