Hoopfest
Art Direction, Project Manager, Exhibit Design, Lead Designer, Web Designer, Strategist, UX Designer, 3D Designer, Video Editor, Sole Designer
Project Involvement:
As the Creative Director and Lead Designer for Hoopfest 2020-2021, the world's largest 3-on-3 basketball tournament held in Spokane, Washington, I was responsible for developing an adaptive design system for the event. Working closely with the production team, I ensured the seamless integration of designs across various media formats. In addition, I evaluated and enhanced the website for an improved user experience. I also designed the "Hooptown Hall of Fame" exhibit space and its associated assets.
Overview:
Hoopfest Design Challenge
In 2020, I was faced with the challenge of creating a dynamic and flexible design system for an annual basketball event, Hoopfest. This design system needed to seamlessly adapt to all aspects of the event, from posters to social media assets, court graphics, and be applicable year after year. I was involved in this project for two consecutive years, from 2020 to 2021.
Versatile Design Responsibility
My responsibility was to design a system that could effectively capture the essence of the tournament while being versatile enough to work across different platforms and aspect ratios. Additionally, it was important that the design system had the flexibility to evolve and adapt to different themes and concepts year after year.
Action
I began by reaching out to players and fans to understand what they valued most about the tournament. Then, I delved into the history and culture of basketball in Spokane, realizing that the city itself could serve as the basis for the design system. I developed a comprehensive design system that utilized a map of the city as a grid system that could change depending on the aspect ratio of the content. Along with my team, I photographed elements on the street, translating them into new patterns for use throughout the system.
For the 2020 event, I chose a color palette of bright yellows, reds, and deep blues juxtaposed with black and white imagery to create a "throwback feeling." The messaging was designed to be attention-grabbing and loud. For the 2021 event, I created a "street chalk" effect using handwritten typography. I also designed a "one of one" poster series to highlight Hoopfest's partnership with Nike, along with stylized imagery and textures inspired by Nike's "MOVE TO ZERO" campaign. I incorporated the innovative basketballs made from recycled materials into the design, adding to the visual appeal of the tournament.
Praised, Yet Pandemic-Impacted Design
The design system I developed received high praise from players, fans, and event organizers, effectively capturing the energy and excitement of the tournament. I also significantly improved the website, making it more user-friendly and informative. This led to an increase in sales within the first three months of its launch.
Further, I designed Hoopfest's "Hooptown Hall of Fame," an exhibit space that showcased the newest inductees into the Hall of Fame each year. This immersive experience was a hit with visitors.
However, due to the COVID-19 pandemic, both the 2020 and 2021 Hoopfest events were canceled. Despite this setback, the assets I designed were still used for promotional materials, albeit they never made their way onto the courts. Overall, the project stands as a testament to our team's dedication and effective collaboration, even amidst challenges.
