GSW: Brand Development
Defining The Look
When I arrived at the Golden State Warriors as their first ever Creative Director in 2018, I was surprised to learn that the team had never had a set of Brand Guidelines. What existed was a logo sheet with called out color codes and a small list of fonts—this was going to be quite the task, but a fun one.Having experience building out teams and brands for multiple companies and orgs in the past, I tapped into my toolbox and came up with an accelerated plan for us to develop the Golden State Warriors’ first ever set of Brand Guidelines. Through careful and reasonable planning, scheduling, and exploration time, the GSW Brand + Creative team was able to create a sophisticated Brand Guidelines document in just 8-months time. The guidelines were robust and detailed, entailing a brand methodology, a narrative around how and why the brand became what it is today, approved styles and creative practices, as well as content pillars and a tone of voice document to help navigate brand partnerships and collaborative work.
On top of the development of the Golden State Warriors’ Brand Guidelines, I also led the new practice of creating seasonal Look + Feel documents used to define the creative styles that would be used for upcoming seasons. These Look + Feel documents also helped the B+C team work cross-functionally and collaboratively with our internal partners, corporate partners, and agency partners—not only helping to define the brand’s look, but also how we worked creatively.
GSW BRAND GUIDELINES: Preview here
GSW 2018-2019 SEASON L+F: Preview here
GSW 2019-2020 SEASON L+F: Preview here
Role: Creative Director, Brand Development Lead