Brand redesign + Creative Strategy

Client: The New York Knicks
Role: Senior Designer

The New York Knicks 2020 brand system was designed to connect with Gen Z fans while honoring the legacy and persona of New York. The objective was to establish a refreshed identity across social and OOH by building a cohesive design language rooted in heritage and culture. Following an in-depth brand audit, the team produced a 74-page brand book detailing graphic rules, typographic hierarchy, photography treatment, and a modern interpretation of core brand elements.