
Hoopbus Brand Identity
Hoopbus is a 501(c)(3) nonprofit rooted in the belief that basketball has the power to transform lives, build bridges, and uplift communities. Founded in Los Angeles in 2019, Hoopbus travels from local blocks to global cities, using the game to connect people through the universal language of basketball.
Ben Loiz Studio partnered with Hoopbus to create an identity system that reflects their mission and energy, translating seamlessly across their global fleet. From logo and color palette to social media and full-scale bus designs, the identity captures the heart of Hoopbus: love, peace, and basketball.



Identity Development
The Hoopbus identity is built around a simple yet powerful symbol — a heart, a peace sign, and a basketball — representing compassion, unity, and sport. Inspired by the classic American school bus, the bold black logotype nods to childhood nostalgia and lettering seen on buses that bring people together.
The color palette expands on this concept, featuring the vibrant yellow-orange of a school bus balanced with expressive supporting colors: pink, orange, blue, and teal. These hues give the identity flexibility while maintaining a strong, cohesive presence across print, digital, and environmental design.
To unify all elements, we introduced a set of brand patterns that give the identity rhythm, dimension, and consistency without losing its expressive edge.


Social Media + Iconography
Social media is where Hoopbus shares its message in real time — documenting community events, collaborations, and cross-country tours. To help the team keep visuals cohesive and easy to update, we design editable Figma templates that allow staff to customize graphics, update text, and export new layouts quickly for posts.
Alongside the social toolkit, we created an expansive set of more than 50 custom icons. Each one draws from basketball culture and Hoopbus’ core themes — hoops, courts, cameras, peace signs, hearts, and roads — forming a visual language that’s both playful and instantly recognizable.



Brand Identity Guide
The comprehensive brand identity guide brings every element together in one place. Developed through a collaborative process that included strategy sessions, a brand workshop, mood boards, and a competitor audit, the guide defines visuals, personality, tone of voice, and key creative principles.
It serves as both a creative manual and an educational tool — ensuring anyone who works with the brand can produce materials that are authentic, consistent, and aligned with Hoopbus’ mission.



In Action
The new identity comes to life through a variety of branded applications that merge function with spirit. Each bus features bold backboard designs that act as a moving canvas for community connection. A-frame signs, branded notebooks, flags, and backpacks adorned with Hoopbus icon patterns extend the visual language into every touchpoint, creating a unified and dynamic experience wherever the bus travels.
From the typography and color palette to the logo and patterns, every detail reinforces Hoopbus’ vision: to inspire, connect, and empower through play.



Global Impact
What began as one Los Angeles bus has grown into a global movement. Today, Hoopbus has international chapters in the Philippines, France, the UK, and Mexico — each using basketball as a bridge for cultural exchange and community uplift.
The identity was expanded to support these global initiatives — from designing custom apparel and basketballs to creating the HoopJeep, a reimagined jeepney for the Philippines chapter, and developing brand applications that accompanied Hoopbus’ NBA Europe Tour, a collaboration that showcased their work on an international stage.




Brand Partnerships
Hoopbus builds meaningful partnerships with some of the most influential names in sports and culture — including the NBA, NBA2K, WNBA, Gatorade, Foot Locker, Puma, TruHeight, Chime, Blue Bird Corporation, and Google.
Through these collaborations, we create design assets that extend the Hoopbus visual language into co-branded campaigns, event graphics, and limited-edition merchandise.




Community Impact
Hoopbus’ identity isn’t just visual — it’s a reflection of purpose. Every line, color, and message supports their mission to bring people together, amplify underrepresented voices, and spread hope through sport.
The brand now stands as a symbol of movement and meaning — a visual language traveling from city streets to global courts, carrying with it the spirit of connection, creativity, and change.