2026-27 Season Campaign
Brand
Indiana Pacers
Project
Season Campaign
Category
Campaign Identity
Role
Visual direction Design system Campaign applications Usage guidelines
Year
2026
For the Indiana Pacers’ 2026–27 season, we developed a campaign identity rooted in Indiana’s connection to basketball. Jersey pinstripes, court lines, the state outline, and crowd energy became the building blocks of a flexible visual system. I established a hierarchy that gave each element a purpose, with guidelines for carrying the identity across digital, print, and arena applications. The goal was to give the creative team a consistent foundation with room for individual expression.
For the Indiana Pacers’ 2026–27 season, we developed a campaign identity rooted in Indiana’s connection to basketball. Jersey pinstripes, court lines, the state outline, and crowd energy became the building blocks of a flexible visual system. I established a hierarchy that gave each element a purpose, with guidelines for carrying the identity across digital, print, and arena applications. The goal was to give the creative team a consistent foundation with room for individual expression.
The idea
Make the season unmistakably Indiana.
The idea
Make the season feel unmistakably Indiana.
The foundation
From familiar details to a flexible system.
Pinstripes
Pinstripes
State Identity
State Identity
Primary Mark
Primary Mark
The uniforms and core marks established a recognizable Pacers identity. The opportunity was to extend those assets into a visual language that could support an entire season.
That required a broader toolkit and clear principles for how typography, imagery, and graphic elements worked together, giving the creative team room to adapt while maintaining a consistent connection to Indiana.
The uniforms and core marks established a recognizable Pacers identity. The opportunity was to extend those assets into a visual language that could support an entire season.
That required a broader toolkit and clear principles for how typography, imagery, and graphic elements worked together, giving the creative team room to adapt while maintaining a consistent connection to Indiana.
The concept
Indiana DNA
Indiana is the foundation for our identity. It’s the name across our chest, the details in our uniform, and the connection between our team and our fans.
This campaign builds from that shared identity. Pinstripes, state symbols, and the voice of the crowd form visuals that connect our players, our fans, and the place we represent. Familiar elements take on a new expression, carrying our identity into a new season.
The result is a system with room to celebrate every part of Pacers basketball. A foundation that makes every expression unmistakably ours.
Indiana is the foundation for our identity. It’s the name across our chest, the details in our uniform, and the connection between our team and our fans.
This campaign builds from that shared identity. Pinstripes, state symbols, and the voice of the crowd form visuals that connect our players, our fans, and the place we represent. Familiar elements take on a new expression, carrying our identity into a new season.
The result is a system with room to celebrate every part of Pacers basketball. A foundation that makes every expression unmistakably ours.
The system
Every element has a purpose.
Applications
The system in action.
Applications
The system in action.
