Scoot Henderson Graphics System
Category: Basketball Identity System
Brand: PUMA
Athlete: Scoot Henderson
2023
Project Information
The Brief:
Build a comprehensive visual identity system for Scoot Henderson that maintains consistency across seasons while allowing story flexibility.
The Approach:
This was a new strategy I developed: treating athlete graphics like a living brand system instead of one-off collections. The toolbox includes everything: badges, prints, textures, patterns, typography, lockups, icons. Key elements pull from previous work. Family-inspired symbols, checker patterns from the caution badges, various O.D.D. lockup treatments, globe graphics representing his reach, slogans that evolve with his game. Each element can stand alone or combine with others. Some graphics made it to production. Others lived on moodboards, guiding creative direction. All of them build Scoot's unique visual world. The human touch is in how these elements feel hand-selected for each application, not automatically generated.
The Impact:
This system lets each collection feel fresh while maintaining Scoot's visual DNA. Design teams can pull from the toolbox knowing everything works together. It's efficient without being boring. Personal without being limiting. The toolbox approach proved that consistency doesn't mean repetition. It means having a strong foundation that lets you build anything.
Key Deliverables: Visual identity system • Comprehensive graphic toolbox • Seasonal flexibility guidelines • Brand consistency framework