Brooklyn hasn’t had a home team to root for since 1957, when their beloved Dodgers headed to LA. So when word hit that the Nets were coming to Brooklyn, it was more than just an NBA team move—it marked the return of professional sports to New York's largest and most passionate borough.
With so much history and pride, introducing a new sports franchise to Brooklynites is an honorable and delicate task. There’s just one first season and one first impression. So we started by revealing the new Nets logo in phases to build buzz. With anticipation set, we launched a campaign on the streets of Brooklyn that epitomized the one-of-a-kind swagger and attitude of its natives. The city welcomed the Nets with open arms to let the world know there’s a new team in town. "Hello Brooklyn."
concepting, creative direction, writing
