National Basketball Retired Players Association
Revitalizing a Legacy Brand for the NBA’s Greatest Legends
Overview
The Challenge
The National Basketball Retired Players Association hadn’t refreshed its brand in over 30 years. With a major anniversary approaching, they needed a new identity that honored their history while modernizing their presence for a new generation of fans, players, and media.
Our Approach
We delivered a top-to-bottom creative overhaul, evolving the NBRPA’s brand while building fresh content systems for digital and live events:
- Created a new primary logo to mark the organization’s anniversary
- Built a full brand identity system across platforms
- Developed the visual language and graphics system for Legends Lounge featuring Trill Withers
- Produced digital content for Legends Media + Entertainment, including video and social assets
Key Deliverables
- Logo design and anniversary brand refresh
- Brand identity and platform rollout
- Legends Lounge visual system
- Content creation for Legends Media + Entertainment
The Impact
The result was a clean, unified brand identity that bridges the past and future. From iconic names like Charles Barkley and Alonzo Mourning to a younger audience discovering the stories, our work gave NBRPA the tools to connect, inspire, and grow.
Services
- Branding + Identity
- Content Strategy
- Creative Direction
- Merchandise Design
- Post Production and Editing
- Production
- Social Strategy
statistics
Spins of Prince, For Inspiration
"Street Fighter" Games Played, For Inspiration
“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.”
