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ESPN to Unveil Latest Creative Brand Identity for NBA Broadcasts Ahead of the 2022-23 Season


When the 2022 ESPN NBA preseason schedule suggestions off this Thursday, Oct. 6, ESPN will unveil a recent, global creative brand identity for NBA for its NBA coverage across all screens and platforms. ESPN Creative Studio developed a revitalized brand identity for NBA on ESPN that showcases an artfully crafted future-forward animation and editorial look and sound. From the iridescent chrome brush strokes which might be painted across your entire design campaign to the slick animations, the general look pays homage to the swagger and personality of the NBA.

The brand new creative brand identity also includes WNBA and G-League, making it the primary time the gathering of NBA brands will feature a cohesive look across properties.

The brand new creative brand identity, animation and music debuts this Thursday starting with NBA Today at 3 p.m. ET, followed by NBA Countdown at 7p ET, and the doubleheader featuring Brooklyn Nets v Miami Heat at 7:30 p.m. and Los Angeles Lakers v Minnesota Timberwolves at 10 p.m. Throughout the season, the brand new branding will further come to life with revolutionary augmented reality enhancements that can be showcased across ESPN’s Primetime and Playoff programming, culminating  ABC’s exclusive coverage of The NBA Finals which can feature a recent signature style.

“Leading creative initiatives like this one are exactly what we envisioned after we created ESPN’s groundbreaking in-house Creative Studio almost two years ago,” said Carrie Brzezinski-Hsu, Vice President, ESPN Creative Studio. “We take sports from game to experience. It takes a dynamic collective of creative capabilities and storytellers to make fans feel like they’re a part of the sport.”

“Like every thing involving the NBA on ESPN, this has been a complete team effort,” said Tim Corrigan, Vice President, Production. “We were thrilled to collaborate with our ESPN Creative Studio group to bring this recent feel and look to life. It’s big, daring and contemporary and we are able to’t wait for fans to see it.”

Within the creative, viewers will see the NBA and WNBA’s iconic “logoman” and “logowoman” in a way they’ve never seen before, because the league logos animate on-screen with cross-over dribbles and no-look passes in dynamic fashion. The creative treatment was inspired by the joys of sitting courtside and the energetic motion of the sport. A basketball-centric spherical theme reverberates throughout the brand new identity.

The team created a singular plethora of assets that gives ESPN Creative Studio and NBA production teams the pliability to create team-specific versions while also allowing them to proceed to construct recent elements that may make sure the longevity of the brand new look.

On the Music, ESPN Creative Studio partnered with Made Music Studios to create the subsequent evolution of the ESPN on NBA sound.  The strategy was to search out a theme that may complement the energy of the young stars across the NBA and the brand new package search for NBA on ESPN.  Made Music created a hip hop-based concept with the facility and energy synonymous with ESPN’s NBA Productions.

ESPN’s recent NBA branding can be executed across 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 Mix, 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 twenty first consecutive 12 months televising NBA games. ESPN and ABC will mix to nationally televise 100 NBA regular season games through the 2022-2023 campaign featuring blockbuster matchups and the sport’s highest-profile superstars across Christmas Day, NBA Saturday Primetime on ABC, ABC Sunday Showcase, opening week on ESPN and more. Along with the regular season, ESPN will televise several NBA preseason games, in addition to as much as 44 NBA Playoffs telecasts, culminating with exclusive coverage of the NBA Finals on ABC, starting June 1, 2023. ESPN will even exclusively televise the 2023 Western Conference Finals. All ESPN and ABC NBA telecasts can be found to stream via the ESPN App.

Credits: “NBA on ESPN”
First Air Date: October 6, 2022


Creative Director:  Lucas Nickerson

Art Director:  Dale Harney

Senior Producer:  Marissa Dempsey

Producer: Matthew Bernabeo

Realtime Development Manager:  Isa Bristol

Technical Director:  Tom Roseski

Concept Design:  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

Realtime 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, Alex Santana

Edit Managing Producer: Melissa Bridges


Two Fresh Creative:
Creative Director: Phil Guthrie
Executive Producer: Scott Rothstein

Made Music Studio


ESPN media contacts:
[email protected];
[email protected];
[email protected].

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