NBA ALL-WORLD BRANDING

NBA All-World branding began after Dreamspace had already designed the in-game UI for Niantic. Niantic is a San Francisco company that uses AR and mapping technology to blend the physical and digital worlds, guided by four pillars: draw people outdoors, inspire exploration, encourage exercise, and create connection. Made famous by Pokémon GO, Niantic has since released other games, including NBA All-World, a new way to play basketball.

Niantic then invited us into a second, larger undertaking: branding NBA All-World. They asked our team to help shape and bring to life the brand vision, from the logo to the color palettes and typography. The goal was not only to set the tone for the game’s introduction to the world, but to make the brand emblematic of a new era of hoop culture. See how the interface came together in our NBA All-World game UI design case study.

NBA All-World is home to a never-ending array of aspirational, inspirational, and entertaining basketball games, cultures, and lifestyles, regardless of where you are on the planet.

The design theme is centered on connecting people and community through the augmented reality experience in our world. The logo reflects inspiring and entertaining NBA lifestyle experiences through innovative mobile game technology, augmented reality, and walking around the real world with friends.

The customized type design is active, bonding, and on the move. It is laid back for casual hoopers and engaging for passionate fans. The logo was born from the relationship between three themes: community, innovation, and movement. The result is kinetic and fluid, engaging and connective, modern and sleek without sacrificing personality.

Our typography creates clarity and harmony across all communications, and it alludes to the sporty boldness of the NBA All-World personality. Rajdhani leads every header, sub-header, and block of body copy, while Roboto Condensed appears sparingly at key points. Both typefaces create a clean look across the board.

The logo carried into the app icon, shown here on a phone home screen and across the range of treatments we designed.

These promotional assets were created to feature NBA All-World in the App Store and Google Play Store. The various assets were created in alignment with the social campaigns running at the time of each featuring.

Key art and campaign visuals supported the pre-launch and launch of NBA All-World. They carry the logo and brand colors into billboards, social campaigns, and store placements.

The brand extended to merchandise, shown here in a short film and a styled still.

The brand also extended to the game’s newsletter, designed for tablet and phone.

A 30-second teaser introduced the brand in motion.

Campaign logo badges supported the pre-launch and launch campaign.

NBA All-World launched worldwide on January 24, 2023, introduced by this brand. On June 29, 2023, Niantic announced it would close the game. What remains is the work: a complete brand for a game built around community and movement.

The work covered eight deliverables: the logo, key art, app icon, App Store screens, merchandise, newsletter, teaser video, and brand guidelines. Dreamspace builds brands that carry from the logo to the store page to the street. Explore our branding services, more game design work, or all of our work.