In order to refresh the NBA on ESPN's campaign look for the 2017 basketball season, I worked with ESPN's senior creative director. The scope of work entailed: brand attributes, messaging, visual positioning, on-air graphics, print/digital ads, and social media promotional graphics. The NBA on ESPN client wanted to pursue some options in terms of rethinking and extending the prior established "X" visual system. I produced and pitched two potential solutions. I proposed a streetwear moodboard with an emphasis on collaboration, positioning NBA and ESPN as collaborators, which produce dynamic sports content. This framework also caters to games being seen as collaborations between teams.