New West Elite, redesigning New Westminster’s first AAU basketball program.

New West Elite is a client from my hometown, New Westminster, BC. They created the city’s first competitive basketball teams for boys and girls of all ages, travelling to high-level tournaments and helping players commit to playing basketball in university. The old brand just didn’t match that.

The logo was far too busy, and too many shades of the brand colours made it nearly impossible to print on a jersey, use on social media, or get kids excited to wear. Now I regularly see this mark on shirts, backpacks, and shorts in my local gym. It reflects the modern, elite direction the program was heading in, and it’s a mark kids are actually proud to wear.