When your hometown basketball team approaches you for a new brand, marking their 40th anniversary, you don’t say no. As the oldest team in the NZBL, the Nelson Giants needed a new brand that would honour their rich history while serving them well into the future. The brand needed to appeal to all ballers, fanatics and ‘Nelson Proud’ — both young and old. The new brand produces a sense of nostalgia that reflects the team’s long history in the league and employs an ownable Nelson Blue colourway which will build brand equity for years to come.