USA Basketball’s non-profit branch leverages the sport to improve the well-being of youth, women, and minorities both physically and mentally. My team and I partnered with the organization to build a year-end giving campaign that would inform their 2024 efforts ahead of the Paris Olympics.
My role was in establishing the design direction as well as execution for the campaign labeled “Developing Champions”. I built the basketball rings concept as a way to tie in basketball with the incoming Olympics and give the foundation a custom design that would work as both a logo and ornamental element across assets.
A marketing strategist, copywriter and myself collaborated to tell the story of how the foundation uses basketball to improve athlete’s well-being.
Executing the design direction was a major challenge within this project. The organization had assets like email templates, print pieces, and a website that desperately needed a brand refresh. Especially in the context of the core USA Basketball brand identity, which was ever-evolving. I identified this as an opportunity in which I could not only provide design direction and assets for the campaign but also implement broader updates for the organization. Subsequently, there were far more considerations requiring my attention when producing the work. The scope broadened, and I had to consider how these brand updates would impact future campaigns and assets in which there wouldn’t be an option for such a major overhaul.
Here’s how the campaign performed:
Year-end fundraising can be completely unpredictable and challenging for many non-profits, but for the USA Basketball Foundation this was our best year to date...
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