Brooklyn Nets:
We Go Hard
Branding • Print/OOH • Social • Film • In-Arena • Events
The Nets gave us a tall order: rally players and fans to a last place team. Our solution was a 5-year branding, advertising and grassroots campaign to establish a mindset across the organization to build a contender and a community.
And it all started by us setting the tone.
Setting a look
We created a look and feel for a “We Go Hard” wordmark and photography, inspired by the classic “Post No Bills” signs with torn textured layers. We wanted to capture the evolution and growth of the borough from the buildings to the community, as well as a team constantly hustling with that true Brooklyn grit. All of this was brought to life through print, ooh, collateral and in-stadium.
Winning over the players
Most teams send free agents highlight reels. We went hard digging into their personal lives to create painstakingly custom, POV ride-alongs to all the Brooklyn spots we knew they’d love.
The driver in the video is a Brooklyn Subway driver who did so well, we eventually made him the official voice of the Nets.
Winning Over Fans
Nets fans play a critical role for the team. We created posters celebrating their Brooklyn grit on the same level as our players. We also revamped the tone and messaging for tickets, season ticket-holders packages and in-stadium activation, giving partner agencies a blueprint.
Winning Over The Community
The historical Biggie mural was scheduled for removal. We went hard for Bedstuy, raising money with local leaders to pay off the landlord. He was so moved by the community’s response, that he let it be for free.
Practice in the Park
We built further community support by hosting an open-practice event. Teammates ran plays with attendees and created a family atmosphere that celebrated the fans. We also promoted and dressed the event with posters and physical assets.
