Goodwin Sports Management is a boutique-style basketball practice that, as of 2019, has negotiated nearly $500 million in active NBA contracts. Among them is one of the league’s biggest deals: Portland Trail Blazers point guard Damian Lillard's four-year, $196 million extension. Twins Aaron and Eric Goodwin created Goodwin Sports Management in 1990.
I was approached by Goodwin to do a rebranding that honored the legacy and tenure of the agency while giving it a modern-day, approachable aesthetic. Choosing to go with a minimalist design with obvious nods to basketball and sports, we achieved a brand identity that is clean and modern yet classic and athletic, appropriately fitting for the industry.