NBA INFINITE
/// I was responsible for defining the look and feel of NBA Infinite’s rookie year, shaping the visual identity from the ground up. Over a year, I served as a designer and Junior Art Director, supporting the brand across digital, in-person, and international touch points.
/// Our goal was to develop a cohesive, energetic visual system that could scale globally and resonate with basketball fans across regions.
/// I crafted a flexible design system that guided everything from social content to live event experiences. Notably, I Junior Art Directed the NBA All-Star Weekend booth — a major fan-facing activation. My templates and visual frameworks were adopted across six countries in Europe and Asia.
/// While the external brief emphasized community-building, the internal challenge was coordinating art direction and management to meet high expectations. Aligning with international teams also required systems that were easy to adopt and scale.
/// The brand’s rookie year visual identity was enthusiastically embraced, leading to strong community growth and engagement. The NBA Infinite Discord server grew to over 30,000 members in under six months, with 90,000 messages exchanged and an impressive 8.8% engagement rate. Additionally, the game secured 2 million pre-registration sign-ups, reflecting significant early interest and player commitment. The event booth at the 2024 NBA All-Star Weekend was also a crowd favorite, showcasing the strength of the design system in real-world activation. Furthermore, the visual system was adopted across six countries in Europe and Asia, demonstrating its global adaptability and appeal.
