Challenge
The National Xball League (NXL) needed a refreshed visual identity for many various assets and marketing presence to energize fans, modernize its brand image, and improve consistency across merchandise, event signage, and digital channels. Their audience was highly engaged but lacked a cohesive brand experience that reflected the high level of professionalism and executed demonstrated by the on field play.
Approach
As Creative Lead, I directed a full identity redesign, balancing competitive intensity with a professional, polished look that resonated with both hardcore fans and newcomers. I developed a comprehensive design system covering event graphics, apparel, social content, and partner branding guidelines. Collaborating with league leadership, vendors, and marketing teams, I ensured the new brand was flexible enough for international tournaments while maintaining a unified identity. I also leveraged AI-powered design tools to rapidly concept alternate layouts and promotional graphics for time-sensitive events.
Outcome
The new branding debuted to positive reception from both fans and sponsors, resulting in a 23% increase in online streaming viewership and hundreds of thousands of engagements on social media across live events . The adaptable system now serves as the foundation for all NXL marketing, solidifying its position as the sport’s premier professional league.