In 2022, we had a unique opportunity to partner with James Harden to imagine an identity for his next chapter with the Philadelphia Sixers. After wearing No.13 throughout his 13-year NBA career, Harden would come to don No.1 under his new reign. In collaboration with Andrew Averso, we studied the origin of Harden's surname and drew inspiration from the gothic castles and blackletter scripts found in its region. A maximalist identity was developed to reflect the avant-garde and highly ornate fashion of the star, both on and off court.
Visual Identity / Campaign Concepts