JAMES HARDENIn 2022, we had a unique opportunity to partner with James Harden to imagine an identity for his next chapter with the Philadelphia Sixers. After wearing No. 13 throughout his 13-year NBA career, Harden would come to don No. 1 under his new reign. We studied the origin of Harden's surname and drew inspiration from the gothic castles and blackletter scripts found in its region. A maximalist identity was developed to reflect the avant-garde and highly ornate fashion of the star, both on and off court.
Visual Identity / Campaign