Son&Sons

2019 

We were challenged to craft a distinct brand for the Atlanta Hawks’ youth program, with the knowledge that lifelong fandom starts at an early age.

Our approach explored the shared values of the Hawks, Atlanta, parents, and the next generation of basketball fans.

We synthesized our discoveries into an exciting identity that celebrates youth, the spirit of Atlanta, and inspires kids to scream with fan pride.

My responsibilities:

Leading audience and market research
Defining brand position
Defining strategic marketing opportunities
Leading naming exercises