Carlos Boozer — Former NBA Athlete
The Goal: Transition Carlo's highly exposed brand to content and an identity that can be monetized in the future.
Notes from the Creative: The Booz has an entirely unique look and personality (much like any major athlete). Pair that with his presence in the athletic community, both as a past NBA player and current Big3 player (a 3-on-3 basketball league founded by none other than Ice Cube), and we have an identity that is fun to work with but requires precision.
Result: Using Boozer's sports identity to create a premium sports product. Using Boozer's identity and newly created logo, we pitched several brands to create a Boozer-branded pre-workout — ultimately, we landed Aesthetic Sports Nutrition as a partner for Boozer's beta tested pre-workout, before launching an independent label in the future.