Sometimes I hoop podcast

Brand Identity

On Sometimes I Hoop, hosted by WNBA player Haley Jones, the girls talk hoops. Haley brings fans candid conversations with fellow players and collegiate athletes about the biggest news in women's basketball: NIL deals, new rivalries, game-day secrets...

After its first season, the show's brand identity was feeling misaligned: heavy textures, competing shapes, a visual weight that read as melancholy when Haley and the show are anything but. The rebrand needed to match what the show actually feels like to watch.

In collaboration with photographers, producers, and Haley herself, I built the brand system around her personality: optimistic, mellow, always with a bounce in her step. This led to the "puff," as we affectionately called it – the thematic shape throughout the show's identity, reflecting Haley and her conversations. I also co-led the photography direction, developing color direction and shot lists with photographers, and assisting on set.

The palette and typography read light and youthful, as she was a rookie at the time, and the brand needed to feel like something her peers wanted to be part of, rather than a polished, scripted production. The old textures and layered shapes were swapped with a clean and minimal visual language, using shape, color, and a simplified logo system flexible enough to translate between digital and physical assets.