BASKT
Amateur basketball in Monterrey, built for adults who played at school and want the game back. The brief was to make a Sunday tournament feel like it counts.
- Client
- BASKT
- Sector
- Amateur sport
- Year
- 2025
- Engagement
- Identity and guidelines
- Delivered
- Brand identityLogo systemBrand guidelinesVoice and toneApparel and tournament assets
The problem
BASKT runs amateur basketball tournaments in Monterrey for young professionals who played at school and drifted away from the game. What they are selling is not a court booking. It is the feeling of playing something that matters.
Amateur sport brands usually fail in one of two directions. They go corporate and the energy dies, or they go street and nobody trusts the organisation to run a fixture list properly. BASKT needed to be both at once.
The decisions
The mark is a B built from a basketball and the motion lines behind it. One symbol that works on a jersey, a scoreboard and a phone screen without being redrawn for each.
Acid green against black, with violet as the secondary. Condensed display type set large and tight. The palette is loud on purpose, because the entire proposition is that this is not a casual pickup game.
Beyond the logo
The delivery included a written identity system: positioning, vision, mission, brand promise, and a voice and tone section with worked examples. Not be energetic, but the actual sentence rewritten, so whoever posts on a Tuesday morning knows what to type.
That document is the part clients underestimate and the part that keeps a brand consistent once the designer has gone.
Identity and guidelines delivered. The brand is running tournaments in Monterrey.
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