National Basketball Retired Players Association

Stories so unbelievable, we had to bring them to life 🤣

Gary Payton and Desmond Mason illustrated in a NBA Jam style for NBRPA


Our team has enjoyed working with the National Basketball Retired Players Association (NBRPA) to revamp the organization’s visual identity and enhance the organization with the creation of a new primary logo in celebration of its 30th anniversary.

“This new re-design of our logo is a fantastic representation of the historical and cultural aspects of the sport of basketball. The design incorporates images that have been prevalent throughout the lives of the brotherhood and sisterhood that make up the NBRPA and highlights the growth and impact of our organization and the Legends brand over the last thirty years.”

— Caron Butler // NBA Legend and NBRPA Board Director

We also built a new brand identity for the popular “Legends Lounge” show featuring Trill Withers. The assets included: a new video package, intro/outro animations, design elements such as lower thirds and music, and promotional assets.

In addition to our brand work, we developed digital content that promotes the Legends Media & Entertainment platforms. This collaboration involves the production of a series of custom animations that unveil untold stories about basketball luminaries such as Charles Barkley, Gary Payton, and Alonzo Mourning.

Furthermore, we designed distinctive visuals for the NBRPA's Legends Care initiative. As the organization's charitable arm, Legends Care provides programs and services that have a positive impact on youth and communities, both locally and globally. As part of this effort, a limited-edition Legends Care t-shirt was developed by our team.


  • Branding + Identity
  • Content Strategy
  • Creative Direction
  • Merchandise Design
  • Post Production and Editing
  • Production
  • Social Strategy



Spins of Prince, For Inspiration


"Street Fighter" Games Played, For Inspiration

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“HEARTLENT Group is the perfect partner to evolve and elevate our brand positioning due to the team’s extensive experience in the NBA as well as their genuine love for the game and top creative talent.”

Scott Rochelle | President & CEO, National Basketball Retired Players Association
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