Basketball Magic

Brand Development & Launch

Back to home

Basketball Magic Australia was expanding its operations to offer premium basketball tour experiences, moving beyond its existing NBA license agreement. Unlike a complete rebrand, the challenge here was to take an established logo and colour palette and evolve them into a sophisticated global brand ecosystem.

We needed to build upon these existing foundations to create a premium visual language and digital sales infrastructure that could convert growing opportunities in basketball tourism into a systematic booking engine. The brand had to convey high-level professionalism to attract schools and clubs across the Asia-Pacific region while maintaining the visual equity already recognised by their community.

I developed a comprehensive brand expansion framework centred on the tagline, "Australia's Basketball Experience Experts." By honoring the existing logo and primary palette, I introduced a refined secondary visual system. Utilising the "Barlow" font family for technical precision and adding "Rock Salt" for high-energy human callouts. This gave the brand the mix of expertise and sports edge it previously lacked. This evolved identity was applied to a modular suite of sales materials, including dynamic Canva templates and automated HubSpot-integrated EDM systems. We transformed proven expertise into a credible storytelling machine by leveraging existing content across a custom HubSpot-driven website, providing a seamless and professional booking experience that felt like a natural, yet elevated, extension of the original brand.

The brand evolution provided Basketball Magic Australia with a professional, credible market presence while respecting its origins.

  • Strategic Brand Evolution: Successfully modernised the brand's visual impact while maintaining 100% consistency with the pre-existing logo and core colours.

  • Market Leadership: Established the brand as a premier operator, successfully differentiating it from domestic competitors through superior execution and strategic positioning.

  • Operational Independence: Delivered a suite of flexible, templated sales tools and a HubSpot-integrated digital ecosystem that enables the team to manage high-level marketing independently.

  • Global Credibility: The elevated branding and professional capability statements significantly enhanced the organization's standing for international partnerships across Asia-Pacific.

Project Scope & Assets:

Brand & Strategic Foundation

  • Brand Expansion Playbook: Guidelines for tone of voice and personality, building upon the established logo and colour palette.

  • Messaging Strategy: Development of the "Australia's Basketball Experience Experts" positioning and value proposition.

  • Competitive Differentiation: A strategic framework emphasising NBA license credentials and professional expertise.

Digital & Marketing

  • HubSpot Website: Custom-designed, modular website featuring 33 drag-and-drop modules for registration and lead capture.

  • EDM Suite: Professional HubSpot email templates for automated lead nurturing and inquiry management.

  • Social Media Kit: A library of branded templates (9:16, 4:5, 16:9) and document carousels designed for easy internal use via Canva.

Motion & Video

  • Logo Animation: Custom 3D-styled animated logo identifies using the existing mark, produced in multiple aspect ratios.

  • Hype Promo Videos: High-energy video content and hero testimonials produced from international tour footage.

Sales Materials

  • Capability Statements: Professional document templates highlighting license credentials and organizational expertise.

  • Presentation Decks: Modular, customizable sales templates for pitching both inbound and outbound tour experiences.

Back to home

Featured Projects