NBA G League

When the D-League became the G League, it needed a rebrand. So we made it cool.

The G League isn’t just a developmental league for players, but for the game of basketball. They test new rules, new tech, and new fan experiences—but still do the same kind of slam dunks.

We then built a new visual identity that could flex across every medium.

Partnering with On Lunch Break, we gave emerging G League stars a chance to tell their own stories through their own photo shoots.

In another player interview series, we partnered with artist Robin Eisenberg to, in real time, visualize the life stories of G League stars into actual posters, which were sold at their games.

Credits

Agency: Laundry Service

Executive Creative Director: Danny Nunez

Creative Director: Michael Kremer

Art Director: John McLaughlin

Designer: Steph de Jongh

Copywriter: Patrick Wells