Basketball England, the national governing body for the sport, was undergoing major change—from leadership to strategy—and needed a brand that reflected its evolving role at the heart of the game. Responsible for national teams and the English Basketball League, the organization aimed to better connect with players, fans, and stakeholders.
The goal was to build a bold yet human identity that felt both credible and inclusive. We created a new name and positioning: BE—more than an acronym, it became a call to action: Be inspired. Be brave. Be heard. Be better.
The result was a full rebrand, including naming, strategy, tone of voice, and visual identity—placing BE at the center of all basketball activity in England.f
