Standard Black LA NY

2018 Season

Branding / Creative Direction / Digital / Print / Production

Tapped by Temple Basketball for a second season of creative direction, visuals, and branding, Standard Black created a 2018 campaign that builds on the “Greatness Doesn’t Quit” platform by showcasing the team’s players in action.

THE STRATEGY

Temple’s Basketball team has been lead to continued success under coach Fran Dunphy. On the occasion of Dunphy’s final season with the team, the program’s iconic tagline, “Greatness Doesn’t Quit,” took on special significance in honoring a true college basketball legend. Capturing the exuberant spirit of a team the visuals for the campaign highlight the players passion for greatness, by capturing them “in suspended motion,” while the type treatment features Temple’s signature cherry and white team colors.

THE CONTENT

Standard Black was responsible for the creative direction and content strategy style guide for the 2018 campaign, producing assets for print, digital, video and social media.

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2017 Season

Branding / Creative Direction / Production

In 2017, drawing on our long-standing relationship with Temple Athletics, Standard Black created a campaign for Temple Basketball that utilized our visual acumen to present the team’s athletes as the new standout stars
of North Philadelphia, placing them in a proud lineage of the city’s hardworking, all-star athletes.

THE STRATEGY

Philadelphia is a city devoted to its athletics, and we wanted to build a campaign that celebrated the determination and winning spirit of Temple’s Basketball team, while also recognizing the passion of North Philly sports fans. Under the program’s iconic tagline, “Greatness Doesn’t Quit”—which is used across all channels by the Temple Athletics program—we developed a campaign concept that aligns a great city with one of its greatest sports teams, suggesting that hard work and passion built both Temple Basketball and the city itself.

For visuals, we showcased individual team members in active play on a darkened court, using strategic spotlights to highlight their athletic prowess.

THE CONTENT

Standard Black was responsible for creating assets and a style guide that rolled out across all digital, social, print, and OOH assets for the 2017 season.

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