Objective: Develop a unique yet NBA-relevant team identity for the City of Charlotte, who had seen their once beloved Hornets leave town unceremoniously only 3 years previous.
Solution: The second NBA expansion team in Charlotte in 14 years presented Gameplan with both a big challenge and a huge opportunity. The brand strategy was to stay as far away from the teal and purple colors of the Previous Charlotte team the Hornets, but again feature a color scheme both unique and striking. The use of a rich orange has proven highly successful. Additionally, the profile Bobcats logo has given the team a strong unique mark. Gameplan continues as branding agency of record for the team and is assisting in the transition to their new arena in 2005-06.Services
Strategy
Focus Group Testing
Research
Positioning
Naming
Primary Logo Design
Secondary Logos
Inaugural Season Mark
Uniform Design
Court Design
Interactive Style Guide
Web site bobcatsbasketball.com
Marketing
Advertising
Mascot Design
New Arena Logo
Testimonial 1 "Creating an identity for our new NBA franchise was the first, and quite possibly, the most critical decision we have made as an organization. Our goal was to create an exciting brand that fans could connect with. We looked for a complete package that included a catchy name, progressive logo, strong colors, trend setting uniforms and an entertaining mascot that would be unique in the world of professional sports. Tom O'Grady and Gameplan Creative delivered on all of our goals and have helped us introduce to the world of sports a first class identity worthy of representing a first class organization."
Robert L. Johnson, majority owner of the NBA Charlotte Bobcats and WNBA Charlotte Sting
http://www.nba.com/bobcats/news/creating_identity.html
Testimonial 2 "Tom's an NBA guy. He helped craft the image of one of professional sports most recognized brands -- the NBA. So the selection of Tom and his gifted team to collaborate on our NBA expansion team's identity was an easy one. The casual manner with which Tom and his team handled a complex branding process and their talent for identifying hot design trends with staying power made us look good. Thanks Gameplan for making the Bobcats come to life."
Ed Tapscott, Chief Operating Officer of the NBA Charlotte Bobcats and WNBA Charlotte Sting
http://www.nba.com/bobcats/news/uniforms_release_040821.html