ESPN unveils a new creative brand identity for NBA broadcasts ahead of the 2022-23 season

As ESPN’s 2022 NBA preseason schedule concludes this Thursday, October 6, ESPN will unveil a new, global creative brand identity for the NBA for its NBA coverage across all screens and platforms. ESPN Creative Studio developed a revitalized brand identity for the NBA on ESPN, showcasing an artfully crafted forward-thinking animation and editorial look and sound. From the dazzling chrome brushstrokes painted across the entire design campaign to the slick animations, the overall look pays homage to NBA swagger and personality.

The new creative brand identity also includes WNBA and G-League, bringing the collection of NBA brands to a cohesive look across all properties for the first time.

The new creative brand identity, animation and music debut this Thursday, beginning with NBA Today at 3:00 p.m. ET followed by NBA countdown at 7 p.m. ET, and the doubleheader feature Brooklyn Nets vs. Miami Heat at 7:30 p.m. and Los Angeles Lakers vs. Minnesota Timberwolves at 10 p.m Throughout the season, the new branding will continue to come to life through innovative augmented reality enhancements, which will be shown on ESPN’s primetime and playoff programs and round out ABC’s exclusive coverage The NBA Finals which will feature a new distinctive style.

“Leading creative initiatives like this are exactly what we envisioned when we launched ESPN’s groundbreaking in-house creative studio nearly two years ago,” said Carrie Brzezinski-Hsu, vice president of ESPN Creative Studio. “We take sport from a game to an experience. It takes a dynamic collective of creative skills and storytellers to make fans feel like part of the game.”

“Like everything related to the NBA on ESPN, this was a total team effort,” said Tim Corrigan, vice president, production. “We were thrilled to work with our ESPN Creative Studio group to bring this new look to life. It’s big, bold and contemporary and we can’t wait for the fans to see it.”

In the creative, viewers see the legendary “Logoman” and “Logowoman” of the NBA and WNBA in a way they’ve never seen before, as the league’s logos on-screen combine with dynamic crossover dribbles and no-look passes way to be animated. The creative treatment was inspired by the thrill of sitting on the sidelines and the energetic movement of the game. A basketball-centric spherical theme reverberates through the new identity.

The team has created a unique wealth of assets that gives ESPN Creative Studio and NBA production teams the flexibility to create team-specific versions while allowing them to continue to create new assets that will ensure the longevity of the new look.

As for the music, ESPN Creative Studio has teamed up with Made Music Studios to create ESPN’s next evolution in NBA sound. The strategy was to find a theme that complemented the energy of young stars across the NBA and the new packaged look for the NBA on ESPN. Made Music created a hip-hop-based concept with the vigor and energy that characterizes ESPN’s NBA productions.

ESPN’s new NBA branding will run on all of ESPN’s NBA properties, including NBA, WNBA, G-League, NBA Today, NBA Countdown, NBA Courtside, Hoop Streams, NBA Saturday Primetime, NBA Sunday Showcase, NBA Playoffs, NBA Finals, NBA Draft, WNBA Countdown, WNBA Finals, WNBA Draft, NBA Draft Combine, Hall of Fame, NBA Lottery and NBA Play-In Tournament.

ESPN Creative Studio collaborated with FutureDeluxe and Two Fresh on the campaign.

This season marks ESPN’s 21st seasonSt consecutive year of televised NBA games. ESPN and ABC will partner to televise 100 regular-season NBA games nationwide during the 2022-2023 season, featuring blockbuster matchups and the game’s most iconic superstars on Christmas Day. NBA Saturday Primetime on ABC, ABC Sunday Showcase, opening week on ESPN and more. In addition to the regular season, ESPN will televise several NBA preseason games as well as up to 44 NBA playoffs broadcasts, culminating with exclusive NBA Finals coverage on ABC beginning June 1, 2023. ESPN will also exclusively televise the Western 2023 finals of the conference. All ESPN and ABC-NBA shows can be streamed through the ESPN app.

Credits: “NBA on ESPN”
First broadcast date: October 6, 2022


creative director: Luca Nickerson

Artistic Director: Dale Harney

Lead Producer: Marissa Dempsey

Manufacturer: Matthew Bernabeo

Real-time development manager: Isa Bristol

Technical director: Tom Rosenski

Concept development: Will Huang, Jeremy Bond

Post Production Editor: Adam Schaub

Creative direction: Timothy O’Shaughnessy, David Sparrgrove

Art direction: Brian Girardin, Alex Young, Jeremy Simches

Animation: Sung Sohn, Solinda Keth, Adam Konyndyk, Amanda Wagner, Richard Harrington, Dave Traylor

real-time development: Jon Nagle, Scott Dickens, Sarah Buckingham, Kristin Beauchamp, Jack Dempsey, Justin Linde, Eric Nelson

Designers: Lisa Rader, Aly Cleaves, Jimmy Mora

Music: Claude Mitchell, Manoj Gopinath, Andy Horvath, and Alex Santana

Edit Managing Producer: melissa bridges


Two fresh creative ones:
Creative Director: Phil Guthrie
Executive Producer: Scott Rothstein

made music studio


ESPN Media Contacts:
[email protected];
[email protected];
[email protected].

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