01 / The challenge
One organization.
Multiple identities.
As the organization grew from two to seven competitions, its visual communication became increasingly complex. Each competition needed a recognizable identity while remaining part of a coherent basketball ecosystem.
The challenge was to establish a consistent creative direction across different audiences, formats, teams, and touchpoints — from screens to stadiums.
Seven competition identities
Tomás Oliva.
Challenge
My role
Brand in action
Impact
Selected work
Art Direction / Design Leadership / Brand Experience
One league.
Seven competitions.
Every touchpoint.
Liga Nacional de Básquetbol
From digital platforms and broadcast graphics to merchandise, stadiums, and live events, I helped shape a consistent brand experience across Argentina's professional basketball ecosystem.
Role
Art Director / Head of Design
Team
Up to 4 designers
Scope
Brand · Digital · Broadcast · Events
Ecosystem
2 → 7 competitions
Liga event basketball court
02 / My role
From designer
to design leader.
I joined as a hands-on designer and grew into the Art Director / Head of Design role, leading a team of up to four designers and overseeing creative direction across the brand ecosystem.
01
Creative direction
Guided visual consistency, reviewed creative work, and coordinated designers and specialist collaborators.
02
Design leadership
Led a multidisciplinary team, aligned deliverables, and maintained quality across different competitions and channels.
03
Hands-on execution
Personally designed campaigns, graphic assets, brand applications, production documentation, and other visual materials.
03 / The brand in action
One brand.
Everywhere it matters.
A / Digital & Broadcast
Across every screen.
Connecting the basketball experience across websites, digital content, social media, and television.
Responsive competition websites
TV program graphics
B / Campaigns & Content
A recognizable visual language.
Building a recognizable visual language for competitions, campaigns, and everyday communication.
Lead campaign visual
Competition artwork
Social and content system
C / Physical Brand Experience
Beyond the screen.
Taking the identity into merchandise, stadiums, production guidelines, and live basketball environments.
Liga 3×3 beach court
Uniform and court guidelines
Merchandise & Stationary
D / The official mascot
A character with
its own story.
I developed the original mascot concept and wrote the script, helping bring a new character into the Liga Nacional universe.
Character illustration and animation: Mariano Epelbaum.
Voice performance: Lito Cruz.
Official mascot
Asset 12
Mascot storyboard TV spot
04 / Impact
More than a visual identity.
A connected ecosystem.
The result was a more connected visual experience across competitions and channels, supported by shared creative direction, production standards, and multidisciplinary collaboration.
2 → 7
Competitions within the organization's expanded ecosystem
Up to 4
Designers led
360°
Creative direction across digital, broadcast, print, merchandise, and live environments
The expansion from two to seven competitions describes organizational scale. The work shown reflects leadership, collaboration and hands-on design—not sole authorship of every identity or interface.
Great brands don't live
in one place.
They need to work everywhere — consistently, creatively, and at scale.
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