The NBA flagship store on Fifth Avenue was one of the most visible retail spaces in New York City, and the advertising had to match. Creative direction spanned Back to School seasonal campaigns, the NBA Green Environmentality sustainability program, and the identity for the NBA Insider newsletter — each requiring a distinct visual voice within a globally recognized brand system.
Three briefs, three different audiences — retail shoppers, sustainability partners, and newsletter subscribers — all under one brand. Each needed its own visual language while staying unmistakably NBA.