Lending a new meaning to Hoops Capital Academy visual brand identity
I developed the next chapter of the Hoops Capital Academy brand, translating its strategic vision into a scalable visual identity system. Designed to reflect the Academy’s mission of nurturing basketball talent from grassroots to professional leagues, the brand identity established a consistent visual language across all touchpoints. This strengthened the Academy’s ability to connect with its community, inspire young athletes, and build credibility within the wider basketball ecosystem.
Challenge
Hoops Capital Academy, a development arm of Sydney’s leading basketball organisation, needed a cohesive visual identity to reflect its ambition of nurturing talent from grassroots programs to professional leagues. The existing brand lacked a clear system, making it difficult to communicate its credibility and inspire young athletes.
Hoops Capital Academy, a development arm of Sydney’s leading basketball organisation, needed a cohesive visual identity to reflect its ambition of nurturing talent from grassroots programs to professional leagues. The existing brand lacked a clear system, making it difficult to communicate its credibility and inspire young athletes.
Approach
I translated the Academy’s strategic vision into a scalable visual identity system that could flex across digital, print, and merchandise applications. Drawing on the brand’s narrative of “building dreams and basketball journeys,” I developed a consistent visual language that balanced professionalism with aspirational energy. The system was designed to work across grassroots community programs while aligning with the premium positioning of the Hoops Capital parent brand.
I translated the Academy’s strategic vision into a scalable visual identity system that could flex across digital, print, and merchandise applications. Drawing on the brand’s narrative of “building dreams and basketball journeys,” I developed a consistent visual language that balanced professionalism with aspirational energy. The system was designed to work across grassroots community programs while aligning with the premium positioning of the Hoops Capital parent brand.
Impact
The new brand identity gave Hoops Capital Academy a recognisable and credible presence, strengthening its ability to engage players, families, and partners. The consistent visual framework enabled clear storytelling across all touchpoints, helping position the Academy as the pathway to Australia’s top basketball leagues.
The new brand identity gave Hoops Capital Academy a recognisable and credible presence, strengthening its ability to engage players, families, and partners. The consistent visual framework enabled clear storytelling across all touchpoints, helping position the Academy as the pathway to Australia’s top basketball leagues.
My Role: Brand Identity, Design Systems, Creative Direction
A far reaching impact that will reverberate in the basketball world
The addition of visual depth embodies the layers, resources, phases, and journey from initial steps to achieving the highest possible outcomes for aspiring basketball players at Hoops Capital Academy.
A minimalist look and feel that echoes through basketball arenas
A powerfully simple elliptical outline that symbolises the echoes of nurturing of grassroots and young talent at Hoops Capital Academy. This look and feel coexists with the layered graphical approach and imbues the brand with energy in addition to amplifying its significance.
