For the 2023–24 season, the 76ers underwent a brand refresh designed to modernize our look while setting the stage for a more performance-driven digital presence. With a renewed focus on digital marketing and paid media to support ticket sales, the refresh prioritized bold, scroll-stopping creative built for social and mobile-first environments. The updated identity refined core brand elements—color palette, typography, and marks—while remaining grounded in the team’s heritage and connection to Philadelphia.

I led the development of the brand’s tone and expression, ensuring it captured the energy of the team and the spirit of the city. Working closely with basketball operations, I aligned our campaign with the team’s evolving identity and oversaw execution across key platforms—including gameday content, digital and social, merchandise, and fan-facing activations. I also oversaw a junior designer throughout the project and art directed an external agency specifically for paid media resizes, ensuring consistency and impact across every placement. The result was a cohesive brand system that supported business goals, resonated with fans, and elevated our presence across every channel.