Calgary Mavericks Basketball Team

About this project

The Calgary Mavericks project is a comprehensive brand identity and strategic design initiative aimed at redefining the visual presence of a Calgary college basketball team. Centered on the fearless, untamed energy of the game, this project moves beyond traditional athletics to build a cohesive visual system inspired by a Shibuya Punk aesthetic. It’s more than just a sports identity, it’s a cultural bridge that connects the intensity of the game with the everyday spirit of the student community.

The Calgary Mavericks faced a critical engagement gap: an "invisible wall" that separated the high-energy reality of the court from the daily student experience.

Instead of viewing basketball as an exclusive club, we reframed it as a shared student identity. By identifying three key student archetypes (The Mastermind, The Hustler, and The Heart) we made the grit and determination of the game relatable to everyone, whether they were on the court or in the library. This strategy transformed the Mavericks from a team into a movement, inviting every student to "Be All In."

Group Members