For the Sydney Kings’ NBL25 season, I served as Creative Lead for the second consecutive season and led the development and delivery of Take the Throne, a season-long campaign built on the multi-season identity system I had established.

I developed the campaign’s visual direction from media day through to the complete season rollout, remaining hands-on across social content, marketing, membership, sponsorship, uniforms, merchandise, signage and game-day motion graphics. The consistent direction allowed individual moments and sub-campaigns to evolve throughout the season without losing connection to the central identity.

As part of the wider brand system, debuted revamped home and away uniforms featuring new team wordmarks and brand patterns the laid the foundation for the Kings visual identity. These became permanent additions to the club’s visual identity and expanded its flexibility across apparel, merchandise and campaign applications.

I also built a dedicated season-long social template suite for the Kings’ internal team, enabling efficient game-by-game delivery while maintaining a cohesive identity across the season.