Metro by T-Mobile

Metro by T-Mobile partnered with Hoopbus to create a national basketball tour connecting the brand with communities across the country.

We developed a scalable experience that brought Metro into a nine-city tour built around basketball, culture, and neighborhood engagement. Rather than creating a single campaign, a flexible identity system was designed that could extend across every touchpoint, from the tour bus and apparel to event graphics, social content, court refurbishments, and community activations, while adapting to the character of each city.

The result is a cohesive brand experience that supports events in each community while giving Metro and Hoopbus a consistent presence throughout the tour.

The Visual System

Working from Metro’s existing brand toolkit, I developed a visual system that established a distinct identity for the partnership.

Bold color, rhythmic pattern, expressive typography, custom partnership lockups, and modular graphic elements work together to create a visual language inspired by the movement and energy of basketball.

Designed as a flexible foundation rather than a fixed identity, the system scales consistently across every tour application while leaving room for local stories and city-specific expression.

Social System

To support a fast-moving, multi-city tour, I developed a flexible social media system that enabled Hoopbus’ internal team to produce new content while maintaining a consistent visual identity throughout the campaign.

Built in Figma, the template library included tour announcements, city schedules, featured players, partner spotlights, event programming, and daily updates. Modular layouts, typography, photography, and graphic elements could be quickly adapted as the tour evolved.

Rather than treating social media as separate from the identity, the system extended the visual language into everyday communication, allowing the partnership to remain recognizable across posts, reels, and event coverage throughout the tour.

Mobile Brand Experience

The visual system was translated from digital applications to a full-scale vehicle wrap, transforming the Hoopbus into the centerpiece of the Metro tour. Graphics were reconfigured to work with the architecture of the bus while maintaining a cohesive composition and clear brand hierarchy from every viewing angle.

The Metro logo was given primary prominence, while athlete photography was integrated on the side of the vehicle to add scale, energy, and a stronger sense of movement across the composition.

The finished wrap extended the campaign beyond traditional marketing materials, turning the bus into a highly visible mobile expression of the identity as it traveled between cities and community events.

Participant Kit

The visual system extended beyond environmental graphics into apparel and equipment used throughout the tour. Jerseys, T-shirts, basketballs, and participant materials carried the identity into gameplay, creating a consistent experience from arrival through competition.

Rather than serving as merchandise alone, these pieces became part of the event itself. The branded apparel unified players, volunteers, and staff, while the custom basketballs reinforced the identity in the moments participants interacted with most. Together, they helped the visual system move seamlessly between the environment, the game, and the community.

Activation Graphics

The system includes partnership banners, campaign messaging, and signage, each designed for a specific role while remaining part of the same visual language. Together, these elements create a consistent backdrop for activations and help unify the experience across every tour stop.

The Experience

The visual identity extended beyond the graphics themselves to shape the experience of the event. Environmental graphics, campaign messaging, the Hoopbus, and participant touchpoints worked together to create a recognizable environment that invited people to gather, play, and connect.

Rather than serving as a backdrop, the identity became part of the event itself—creating memorable moments for players, families, and the surrounding community while adapting naturally to each location.