Play Caller Social Club was formed in 2023 as a non-profit organization based out of Richmond, Virginia to teach structured basketball to youth and also provide them other instruction to stay connected to the game through officiating. 

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After being contacted by Ray and his team, we set up a Discovery Workshop to uncover the why behind Play Caller and how we can convey their messaging through impactful branding. After a deep dive discovery session, we found that Play Caller is filling a void that is needed among youth in basketball. Ray described how today's youth are not being taught fundamental basketball skills, but rather learning through highlight culture.

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When discussing the direction of the logo and branding we decided to be intentional with the design, ensuring that it will be received well by the audience. 

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We collaborated on a series of sketches before finally settling on the primary logo mark (a ball going through a hoop with the 'PC' serving as a net. The lines in the basketball are crafted to look like a diagramed play. We also developed this mark to work responsive fashion with a Circular, Horizontal and Badge design that doubles as a backboard. A custom wordmark and full typeface was also design for the brand, along with brand patterns and apparel.