Proof That the Next Big Thing Doesn’t Whisper—It Booms.
Rebranding a new NBA G-League Team, Noblesville Boom / Indiana Pacers G-League Affiliate
When the NBA G League announced a new franchise in Noblesville, Indiana, it wasn’t just about basketball. It was about planting a flag.
This wasn’t just about introducing a team. It was about creating an identity fans could instantly feel a part of. One that reflected the energy of pro basketball, the pride of Noblesville, and the legacy of Indiana hoops.
CHALLENGE
Launch a new G League team from the ground up—fast! Make it feel like anything but minor league. With no players, a still-under-construction arena, and limited assets, we needed to ignite excitement, establish local relevance, and plant a flag for high-energy pro hoops in Noblesville. The mission was clear: deliver an immersive basketball experience that inspires community pride and makes everyone feel the Boom.
SOLUTION
A bold new identity for the Noblesville Boom, rooted in the power of proximity—Pro Basketball in Your Backyard. We built the brand from scratch: voice, visuals, video, and vibe. Explosive design, dynamic motion, and a strategic rollout that tied the electric energy of “Boom” to Indiana basketball heritage, the rising community of Noblesville, and the NBA’s next stars—all culminating in a launch that felt big-league from day one
RESULTS
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Behind the Name
The name Boom carries the weight of Indiana basketball history — echoing the legendary “Boom Baby!” radio calls that defined clutch moments and buzzer beaters. But it also speaks to the momentum of the city itself. Noblesville is rising fast — as a tech hub, a destination, and now, a basketball town.
And in the G League, Boom takes on a third meaning: the next wave of NBA stars is just one breakout moment away from exploding onto the scene. Because when the next big thing hits, it doesn’t whisper. It Booms.
Identity System
An expressive customized typeface for ‘forward’ with a subtly integrated arrow motif into the ‘D’.
This mark marries the old and new, with a heavy emphasis on the latter and forward movement.
Additional color combinations that can be achieved by combining different pants and jersey colors.
Jersey sales drove $1.6M in six days, making it the biggest online sales day in team history.
Sports Business Journal Article
Brand Identity
Connecting to the Next Generation of Falcons Fans
On a parallel path to the uniform design, I orchestrated the Falcons in-house teams to redefine the Brand DNA and Design Language.
Brand Positioning
We repositioned the team as the brand representing the pride of Atlanta.
An early ideation session with key members of the Falcons in-house design team
Through cross-functional collaboration with the Brand and Communications groups, I authored a new Brand Identity Playbook including updated vision, mission, messaging, voice, and tone .
> VIEW | Sample Brand Playbook Pages
Table of Contents
Brand Messaging
Falcons Manifesto
Partner Lockups
Photography Pillars
Brand Voice + Tone
Brand Vision
Our Purpose
Visual Identity Reference Guide
The Stoop Graphic
Design Language
The evolved design language is grounded in the uniform design, staying true to the elements that anchor the team to the city.
Modern. Bold. Focused. Youthful.
» LEARN MORE | About the Design Language Graphic Elements
Anatomy of a core brand asset as defined in Brand Playbook
A precise, common ‘language’ is applied, enabling those ways in which the brand will be consistently executed across all media and platforms.
Black as base color
Red to call attention to areas of importance and primary messaging
“Larger than life.” subjects remain unobstructed and compositions uncluttered
Compositions that highlight the ATL on the chest or helmet
All creative must be qualified by a primary logo if it is not visible on the helmet or jersey in photography.
New Logos + Marks
Color Story
Our brand colors are an essential part of the Falcons visual identity. Together with our logo, our colors are the signature identifying feature of our brand.
Graphic Elements
In addition to the team logos, we have identified a key set of visual triggers within our design language to evoke a sense of familiarity through a direct connection to the team’s new on-field look.
Rise Up Gradient Pattern: Represents a city on the rise. Used to amplify gradient themed games and retail items.
Stoop Graphic:
Represents speed, precision and aggression
Throwback Stripes:
A direct link to the uniforms from our past. Used to reference throwback games and historic content.
Type Designed to Compliment the Team’s Uniforms and Graphic Elements.
Working with NFL art directors and type designers we evolved the team’s official brand font to set the foundation for a new new collection of official team logos.
We created symmetry between the official brand font and the jersey numeral system.
> LEARN MORE | About the New Brand Typography
“Wingtip” A Modern Brand Font
The Falcons had equity in their current brand font, but it had become dated and limiting by its lack of versatility. Our approach was to maintain the identifiable attributes of the current font, while strengthening letterforms.
New brand font “Wingtip” core letter forms
Evolved Logotype
Tighter letter spacing, bolder and sharper letterforms and aeronautic notches in the counter spaces provide a more versatile and aggressive logo type
Jersey Numerals
A tight radius at the corners, sharp talon-like terminals, and a refined drop shadow resulting in a clean and legible system that reflects the city's modern architecture.
Bringing it all to life.
With a clear vision for the new brand identity, I worked with the internal stakeholders to develop a robust two day content capture plan to fuel the media release.
Heroic. Dynamic.
Authentic. Immersive.
Imagery that Tells the Right Story.
Ask me about how we defined new Image Pillars to provide a consistent and identifiable style.
More than 150 editorial and broadcast placements were secured for a total of 1.3 billion media impressions.
Media highlights included Associated Press, ESPN, CBS Atlanta, Fox 5 Atlanta, CBS Sports, New York Times, and USA Today accounting for over $16M in ad impressions.
ESPN.com
Launching
the New Identity
On Wednesday, April 8th, we unveiled the new visual identity and the first comprehensive redesign of the team’s uniforms in 17 years.
Tease Content
The “stoop” graphic is revealed for the first time in a letter from team owner Arthur Blank announcing the uniform release date to Season Ticket Members.
Uniform tease videos were released to build anticipation and excitement throughout the week leading up to the reveal.
Record-setting digital audience consumption and engagement numbers
“The Falcons generated some of the highest traffic numbers we've seen for their club web and mobile app with their uniform reveal!”
- Per NFL League Office / NFL Social
Digital + Social Examples
Uniform Release Anthem Video:
Working with digital agency Burn and Broad we brought the stoop to life as a motion design element that serves to amplify energy moments throughout the season.
In Stadium Examples
Out-of-Home Examples
Retail Examples
Results
Under my direction we evolved the Falcons Brand DNA to introduce a sleek, clean, bold, and youthful uniform designs that connected with the team’s past but were laser-focused on the future.
The new designs exceeded fans’ and players’ expectations, modernized the brand, and generated $1.6M in jersey sales in just the first 6 days – breaking all previous team retail records.
“I absolutely love them.”
NFL Hall of Famer Deion Sanders on the Falcons new uniforms.
