EVENT BRANDING
Rebranding the Big East Basketball Tournament
In 2013, the Big East, a collegiate athletic conference, asked us to redesign, update, and bring some cohesion to the event branding for their annual Men’s and Women’s Basketball Championship Tournaments.
We began with a logo redesign, exploring different directions (above) using the Big East logo and brand colors, designing both logos to be different yet part of the same family.
Using a basketball graphic was a must and ultimately, it was decided that the men’s logo needed to somehow highlight their famous venue – Madison Square Garden. We incorporated a midtown NYC skyline which includes MSG’s distinctive silhouette and followed suit with the women’s logo and their host city skyline. The final logo is emblazoned on the basketball court floor and a prominent element in all marketing and advertising.
We also set the tone for a refresh on their marketing materials by designing the program covers and ticket designs (below) using clean, modern, bold graphics and imagery.
I wish there was a hallmark card that expressed my good fortune and appreciation for working with Bonfilio. They are true designers in every way. They have the ability to listen to direction and translate it to visually communicate a client’s brand story. Additionally, I can count on them, they’re reliable, consistent, and professional.
When the BIG EAST Conference reconfigured in 2013 and the season had already begun, we had barely a minute to provide ten collegiate schools with brand guidelines, program logos and advertisements. I cannot imagine my first year, let alone my first month, without Bonfilio’s partnership and creativity.
– Ann Crandall, Chief Marketing Officer (2013-2019), Big East Conference
