Pistons Entertainment Brand Development -

Coming out of the global pandemic and leading into the 2021-22 season with fans back in the arena, we wanted to re-introduce our Pistons Entertainment Teams with a fresh look. Building off dated marks that lacked cohesion and consistency, we set out to brand the groups as one unified team while still giving each subtle areas for unique creative expression. Considering all branded touch points, we developed new marks, toolkits, and templates inclusive of all promotional platforms.

BUSINESS OBJECTIVES:

• Promote the in-arena experience and attendance of games coming out of the 2019-20 and 2020-21 seasons impacted by the COVID-19 pandemic
• Align each of the Pistons Entertainment Groups under a unified look to promote visual consistency
• Introduce a fresh and progressive branding approach that aligns with the introduction of the team’s “D-UP” brand mantra and new secondary marks for the 2020-21 season
• Instill flexiblility in branding to reflect the Detroit Pistons unique game themes and on-court uniform programs
• Elevate retail sales for pieces featuring Hooper, the Detroit Pistons mascot

ACTIVATION TACTICS:

• Introduced new overarching mark for Pistons Entertainment and rebranded each of the Pistons Entertainment Groups as sub-brands underneath it
• Collaborated with Entertainment Team Leaders to design uniforms and other outfitting programs
• Drew a series of official character illustrations for Hooper, the Detroit Pistons mascot, to be used by internal groups and NBA licensees alike
• Designed comprehensive in-arena motion graphics packages to support in-game introductions and performances
• Developed collateral and templates for print, digital, and social platforms