WE GO HARD

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.

Setting a 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 brough to life through print, ooh, and in-stadium.

Most teams send free agents highlight reels. We went hard digging into our recruit’s personal lives to create painstakingly custom, pov ride-alongs to all the Brooklyn spots we knew they’d love. The driver was played by local Brooklyn MC and subway train driver “Handsome Horse.”

WINNING OVER THE PLAYERS

Our man “Handsome Horse” was so good, we made him the stadium MC for a season.

WINNING OVER THE fans

Nets fans play a critical role for inspiring and supporting the team. We created posters celebrating their Brooklyn grit on the same level as our players. We also revamped the tone and messaging through out the season ticket-holders package and in-stadium activations, giving partner agencies a look to follow.

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, HE LEt IT be FOR FREE.

In line with the brand strategy of encouraging community support through personal engagement, The Brooklyn Nets hosted an open-practice event where teammates ran plays, facilitated crowd participation and ultimately created a family-friendly atmosphere that celebrated the fan. This was supported with posters and physical assets.