— PROJECT NAME
Sudbury Youth Basketball Identity Refresh
— ROLE
Branding Design
— TOOLS
Adobe Illustrator
Sudbury Youth Basketball (SYB) needed a new identity to unify its various age groups and convey a consistent, high-quality athletic brand. The existing marks were inconsistent, dated, and lacked the authority and energy required to motivate young athletes and represent the town's pride.
The core challenge was to create an identity that felt:
• Classic and timeless (appealing to parents and the town legacy).
• Bold and dynamic (exciting for the youth players).
• Scalable (working perfectly on patches, jerseys, and digital platforms). Our strategy focused on combining collegiate sports aesthetics with local iconography. We chose a patch/badge style to deliver the desired classic, authoritative feel, anchoring the design with a typeface that communicates strength and tradition. The resulting mark needed to be instantly recognizable, projecting an air of discipline and athletic professionalism that SYB could grow into.
From Concept to Execution
The final mark utilizes a bold, custom-lettered lockup framed by the team’s classic colors. This structure ensures that the typography is the primary focus, while the integration of the basketball globe element provides immediate context and dynamic energy.
The new identity successfully launched for the 2022 season, providing the organization with a professional, unified look that resonated strongly with the community and its athletes.