Startup a basketball academy with a purpose.
Flow basketball provides online basketball training and in-person camps. The nonprofit organization also restores tired community basketball courts with one-of-a-kind artwork.
Flow Basketball is a 501(c)(3) nonprofit organization. Its mission is to provide free basketball training, establish community basketball courts & promote healthy living for kids in underserved communities.
Flow focuses on four projects:
- 1-free online basketball coaching
- 2-artistic basketball court restorations
- 3-Basketball events
- 4-community outreach programs
Flow Basketball was started in the summer of 2020.
The idea came when Flow’s founder, Mike Robinson, noticed that many of the community based courts in his home city of Cleveland, Ohio were being neglected.
The Challenge
Adept Creative has been asked to design a logo and branding system, social media startup strategy, a brand new website with ecommerce store, motion graphics and merchandising artwork.
A brand identity for a Cleveland community sports non profit organization.
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Agency
Director
Sector
Sports, Not for Profit
Discipline
Brand Identity
Logo Design
Web Design
Office
Cleveland, Ohio
Identity Design
Something bold but fundamental like the perfect jump shot. This logo needs to be versatile. It must look good on a shirt. It needs to be able to scale down to be placed on an envelope or scaled up for some application like a large banner at a 3 on 3 tournaments.
Adept Creative’s branding for Flow basketball needed to be bold, versatile, and fashionable. embodied in the design language of the Flow branding, scattering accompanying imagery like grains of sand.
We also need to develop an alternative branding set used for team jerseys.
The Wordmarque and Colour Swatch
The word marque is a bespoke sans serif grotesque font accentuated by a smooth, clean serif font. The color swatch is a diverse set of colors with fresh hues to complement the modern aesthetic.
Logo
We used the Flow logo at different scales, with a little spin put on it so you could change it to different colors for your team or school. We also created an alternative team logo to completely change it up if you wanted.
Flow’s color story is redolent of azure oceans, sun-drenched summer days, and the momentary sluice of shadows enjoyed underneath billowing palm fronds.
Color
We created a bright and vibrant colorway for Flow. For the official jerseys, we used a white base with blue and tan accents. To give the jerseys a little pop we added bright numbering and lettering.
Typography
Custom typefaces were created for Flow basketball which gives each communication piece a crisp contemporary feel with clean lines. The typefaces are bold, strong, and stylish.
The Visual Identity
The visual identity is central to the branding and is underscored by pixelated photography alluding to a state of flow. Flow is a Cleveland community sports nonprofit organization and the design language needed to convey that.
Adept Creative’s branding for Flow basketball was developed with an urban edge – one that would be athletic, fresh, and young as well as sporty. The brand became a personification of style yet still with a strong sense of social responsibility.
These concepts were created to show the versatility of Flow’s visual language. The vibrant color palette and clean lines can be used in a variety of ways across all types of mediums including apparel, digital media, print collateral, and fundraising materials.
Flow’s team jerseys needed to have a distinct look from the senior brand but still work collaboratively with it.
The Visual Identity for Flow had to look good on the field but also feel fresh off the court. The vibrant color palette and clean lines can be used across all types of mediums including apparel, digital media, print collateral, and fundraising materials.
Flow’s branding was designed with an urban edge – one that would be
The distorted and wind-blown imagery is intended to show motion. The score is always changing, the game never stops. You are never out of it until the buzzer sounds.
The logo is subtle but has an athletic feel to it – two arms shooting a basketball towards the basket.
Flow is a Cleveland community sports nonprofit organization with vibrant colors that emphasize energy, excitement, and intensity while also working collaboratively with the senior brand. Flow’s team jerseys need to have a distinct look while still working collaboratively with the senior brand.
Storytelling and Print Ephemera
Flow basketball brings to life the flow basketball word marque, typography, color palette, and visual identity in a rich trendy display.
Corporate Identity
Flow’s corporate identity includes an organizational logo, word marque, color palette, and messaging guidelines.
Flow basketball brings to life the Flow Basketball word marque, typography, color palette, and visual identity in a rich trendy display.
We used rich vibrant photography showcasing Flow’s work with the community.
This seasonal Flow fundraising guide explores the Flow Basketball brand through photography and visual storytelling. This guide is intended to offer teams looking for unique ways to generate new sponsorship revenue ideas for their own.
Jerseys
Merch
The goal was to create something bold yet fashionable. We wanted to design trendy branded sportswear that you wanted to wear again.
Flow’s graphics and merchandise feature a refined handcrafted style distinguished by high-impact color palettes and clean vector lines. The goal was to create logos that were easy to reproduce at smaller sizes while still maintaining the visual integrity of the originals.
We decided upon these merch designs
We also created branded polos, crewneck sweatshirts, and hats for the brand.
UX
The website served as a hub of information for a few target audiences.
It provided skill development content for students trying to improve their games.
The website needed to have a section dedicated to Flow Basketball nonprofit functions. Such as volunteer efforts to clean up damaged and under-maintained community basketball courts. Along with ways to contribute to the cause.
Flow basketball needed an eCommerce store where people could order apparel online. Flow also wanted a full-featured website with registration, scheduling, and player profiles for coaches and players to manage their teams/individuals. With this new site, they can
Social Media Startup Strategy
We need to develop an advertising model for their social media accounts so that they can keep growing at a consistent rate. They also need to have a vision for their social media accounts. Flow Basketball should have a plan to be different on social media by telling stories that are compelling and relevant.
