FIBA Motion Identity
2021FIBA3D Design
A basketball court becomes the framework for an entire motion identity. Created by UnitedSenses for FIBA in 2021, the system combines modular image fields, court markings, player photography and bold typography. Tournament colours and imagery can change while the underlying structure remains recognisable. The toolkit extends across competition openers, broadcast graphics and social formats, alongside a shared sonic identity with distinct competition styles.
Motion identity toolkit · 2021 · 84 s
My contribution: 3D design within the UnitedSenses team.
Built from the court
Court geometry gives the system a recognisable basketball foundation without tying it to one tournament. Circles, arcs and rectangular zones can organise player photography, equipment and messages within the same frame. That structure provides continuity while leaving imagery, scale and colour free to change.
- Women’s EuroBasket · 2021 · 22 s
- AfroBasket · Rwanda 2021 · 22 s
One system, different competitions
The different tournaments had to be different but at the same time recognisable as part of the federation.
Eyes & Ears of Europe, project feature — A Box Full of Possibilities, 13 July 2021.
The published brief covered more than twenty major tournaments over the following two years. A grid of fifteen connected content boxes made that variety manageable: imagery, type and graphic elements could change while retaining a common structure. The square modules also supported social formats, carrying the federation’s identity beyond the broadcast frame.
Competition colours distinguish Women’s EuroBasket and AfroBasket while the court geometry preserves the federation connection. The later 2022 applications show why the structure matters: another event can take on its own character without rebuilding the motion language from the beginning.
- Women’s World Cup · Australia 2022 · 22 s
- EuroBasket · 2022 · 20.6 s
A shared sonic identity
UnitedSenses developed the sound alongside the motion system, with distinct styles for men’s, women’s and youth competitions. The accompanying presentation documents the corporate sound and its variations.
Awards · 2021
- Eyes & Ears Gold — Best lead-in: Sports, awarded to FIBA Eurobasket 2021.
- Eyes & Ears Silver — Best sound design, awarded to FIBA Sonic Identity.
UnitedSenses also reports Promax Global Excellence Silver — Best Image Design Promo and Bronze — Best Program Open, both in 2021.
Credits
- Client
- FIBA
- 3D Design · 3D Design — EuroBasket 2021
- Matthias Lein
- Agency
- UnitedSenses
- Creative Direction — EuroBasket 2021
- Markus Schmidt
- Art Direction — EuroBasket 2021
- Alena Rebezova
- Project Management — 2021 award entries
- Sven Müller
- Composition — Sonic Identity
- Michael Kadelbach
- Global Head of Basketball / Content Production
- Stephane Bouclier · DAZN Group