Sacramento Kings

Raise the crest and get loud

After several tough years for the franchise, the Kings brand needed to be reignited in the hearts of the fans, bringing unity and pride back to the team and community.

An epic knight, shield raised, with a Sacramento Kings jersey over his armor.
Sketches of a knight in armor, with a shield and sword. wearing a Sacramento Kings jersey

We set out to create a character that embodied the soul of the team, its partners and the fans. The character needed to do more than reconnect with fans — it needed to raise our flag and lead us into battle with a war cry that rattled our bones. The new, more visceral and electric visuals brought the team closer to its fans, ultimately leading to the largest NBA franchise purchase deal ever.

Thomas Robinson wearing his jersey. with armor on his right arm and holding a sword
Demarcus Cousins wearing his jersey, wearing armor and a sword in his left hand.
Mock up of Sacramento Kings dancers in medieval outfits, holding swords

Let’s hit that game-winning shot together.

SHOOT THE J

Isaiah Thomas dives for a loose ball versus the Miami Heat
A shiny Sacramento Kings logo to reflect medieval influence.

Medieval Logo Treatment

Not ready to get in the game just yet? Relax on the sidelines and join our “Inspired Distractions” list.