Washington Wizards | Campaign Development for Washington D.C.s NBA Basketball Team

We worked with the Washington Wizards to develop a campaign worth sharing. The team was looking to revamp its look from a traditional team to one that could compete with the large markets usually focused on the Los Angeles Lakers and Brooklyn Nets.

This was a new era for the team, they had a roster of young, global players which combine with being in the nation’s capital provided a unique opportunity to utilize iconic imagery in our concept.

The marketing team gave us a few markets to work with, sports culture enthusiasts (young & urban) and basketball traditionalists (older elite) , with d.c residents falling somewhere in the middle. We decided to create an innovative look that was forward-thinking and engaged everyone since that best represented the city as a whole.

Juxtaposition played a huge role in developing this concept and we took the opportunity to bring our playful style to a corporate look. We settle on utilizing collage to allow us to marry a variety of elements and ideas into one composition. Its raw nature playing against the pristine, yet cold, marble buildings that filled the city represented a traditional system.

We highlighted iconic landmarks and introduce player personas, focusing heavily on lifestyle photos with hand-drawn elements as if creating a scrapbook to commemorate this shift in the team’s culture as a whole.

The fluidity of the final look allowed us to create a huge variety of assets that were used in a number of activations including merchandise, external and internal signage, and general brand collateral. With this campaign, we created a narrative of togetherness and curiosity to find out more about the city, players, and the team… plus the fans loved it!