Overview
As part of my capstone project at 160over90, my team was challenged to identify an organic growth opportunity within the Endeavor flywheel, a dynamic ecosystem that seamlessly connects sports, entertainment, fashion, and media. This meant finding untapped intersections where brands could authentically show up and build deeper, lasting engagement with new audiences.
After thorough market research and internal analysis, we chose Kia as our ideal client. Though already visible in the sports world through its long-standing NBA sponsorship, Kia had untapped potential to expand further into the fast-growing cultural spaces of gaming and music. Two pillars of youth-driven entertainment with high engagement and strong emotional ties.
We honed in on NBA 2K, a franchise with a massive, dedicated player base and a natural extension of Kia’s existing NBA alignment. Our strategy was to design an immersive and culturally relevant brand activation that lived within this digital ecosystem, not as an ad, but as a seamless part of the world. We envisioned Kia not just as a sponsor, but as a supporter
of community, creativity, and play.
The Vision
Setting the Tone
To bring this vision to life, I led the creative direction for the brand design, drawing heavily from two cultural cornerstones that have shaped how a generation experiences basketball: NBA 2K’s Blacktop mode and the legendary NBA Street series.
From NBA Street
More than a game, NBA Street was a cultural mixtape, combining exaggerated, stylized graphics with breakneck gameplay and a genre-defining soundtrack that merged hip-hop, funk, soul, and early-2000s electronic beats. Every element of the game, from the intro screen to player animations, pulsed with energy, attitude, and cultural references that transcended basketball.
Design Elements
This cultural fusion of music, streetwear, gameplay, and attitude informed every aspect of my visual direction. I aimed to capture the same spirit in the brand system for Kia – something that felt dynamic, youth-driven, and culturally embedded. That meant vibrant, gritty textures that could live comfortably across in-game assets, social campaigns, and live event activations.
By tapping into the memory of NBA Street and the living culture of NBA 2K, the creative concept positioned Kia as a brand that doesn’t just sponsor the game, it understands it, and the communities that define it.
Concept Execution
Real-World Activations
In-Game Integration
Our concept envisioned Kia not just appearing in NBA 2K, but shaping the game world in a way that felt immersive, personalized, and creatively driven. We reimagined Kia’s presence through a lens of deep customization, giving players new tools to express themselves and interact with the brand in playful, meaningful ways.
At the heart of this was a rotating series of monthly content drops co-designed with partnered musical artists, each bringing their unique style and cultural influence to the game. These elements might include:
Custom courts designed in collaboration with the artist, visually influenced by their music, aesthetic, and personal story
Themed jerseys and streetwear featuring limited-edition designs that fuse the artist’s identity with Kia’s campaign aesthetic
Exclusive in-game music content, such as remixes or curated background playlists that integrate seamlessly into the Blacktop experience
Music Collaborations
Taking inspiration from NBA Street’s iconic soundtracks, we saw a clear opportunity for Kia to step into the music conversation. We imagined a branded “Kia Courtside Playlist,” a curated music drop that lives both in-game and on platforms like Spotify and Apple Music.
Each month, a featured artist would build a custom playlist designed for gameplay, whether it’s to get hyped before a match, chill out during casual runs, or soundtrack creative court builds. These playlists turn every play session into a personal, music-driven experience that evolves throughout the year.
Info
3 weeks
Brand Design
Environmental Graphics
160over90
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