For this project, I designed and developed a dynamic visual identity for the NBA All Star Game. My goal was to capture the event’s sense of play while integrating the rich culture and scenic atmosphere of the host city. Through bold typography, a vibrant twist on a classic color palette, and a cohesive branding system, this identity reflects the energy of the game and the excitement of the weekend’s festivities. I drew heavily from San Francisco’s architecture for this brand system by using imagery of the Golden Gate bridge, the incredible row homes, the Painted Ladies, and the iconic steep, slanted streets.