NBA 2K LEAGUE
Energy from courtside to console
The Challenge
When the NBA launched the NBA 2K League, the first official esports league tied to a pro sports league, they needed more than just a logo—they needed an online identity that could stand out from the massive shadows of its parent brands.
The Solution
Blending the legacy of professional basketball with the energy of gaming culture, we helped position the league as a thriving, competitive arena where digital athletes could make history.
A key insight was that while community forms online, identity is crafted through play. We crafted a dynamic “infrastructure for identity” that would transport players from courtside to controller, from watching on Twitch to posting on Twitter (X).
This generation doesn’t just watch games; it remixes them, streams them and memes them. The identity we designed was flexible enough to meet that fluidity. The versatile visual system draws inspiration from the free-throw and three-point lines, combined with video game iconography of consoles and controllers.
The bold type choices, color palette and design imbue everyday gaming with the athletic energy and intensity of a professional sports league.
Impact
The NBA 2K League has seen record-breaking fan engagement, including 30 million live broadcast views and 91 million Instagram video views. Every asset Thought Matter provided can flex fast, scale smart and speak fluently across platforms, allowing the NBA 2K League’s social teams to remix them at speed without losing cohesion.
