PORTFOLIO
Close-up of a black leather basketball with the Hoop Union logo in white on a dark background.

HOOP UNION

Hoop Union is a basketball apparel brand that focuses on connecting people with other players. Set your tribalism to the side and come together to play the game we love.

With a big focus on inclusivity Hoop Union has an app that allows everyone to find and meeting players near them. Simply download the app to see what pick-up games are going on. Maybe you want to play but have dont have enough numbers? tell people what youre looking for and invite them to the court. This is more than just an app. It’s a union!

Client
Hoop Union

Year
2026

Logo Design

Brand Indentity

A mural with text that reads, "The court is home, the union is who you play with," featuring geometric and symbolic designs in black and white, located on a city street with buildings and trees in the background.

This was a really fun project to work on as a lover of sports myself. I love the community that sports creates, it brings peole together from all over the world through a common love. I wanted to bring that love and community together and create a brand that truly reflect it.

Diagram showing the combination of a letter H, a basketball court, and a basketball to form a hoop union, with labels for each element.
Close-up of a black hoodie with a tag showing a logo and the letter M.

The Logo

I knew from the start I wanted a logo that would be clean and could be easily identified as a basketball brand and I feel I have captured that realyl well. The ‘H’ combined with the detailing of a basketbal bring out a modern, unique but clear design that fits what Hoop Union is all about. It is clean, modern and works really well as a stand alone icon and when paird with the wordmarks too.

Close-up screenshot of a mobile phone displaying a TikTok profile page for 'hoopunion,' showing 341 posts, 1.2 million followers, and 173 following, against a cracked asphalt surface background.
A large black sign with gray text reading, 'The court is home! The union is who you play with!' is mounted on a brick wall and surrounded by green ivy leaves.

Brand Motto

THE COURT IS HOME, THE UNION IS WHO YOU PLAY WITH!

BRAND KEY WORDS

01
Athletic

02
Inclusive

03
Urban

04
Modern

Bus stop shelter with a poster that reads 'FOR THE LOVE OF THE GAME!' featuring a basketball player silhouette holding a basketball, with city street and buildings in background.
Black and white photo of a man and woman sitting closely together, both wearing hoodies with HOKA logos, looking at the camera.
A man dunking a basketball on an outdoor court at sunset, with a group of people watching in the background.
A black poster on a brick wall with the text 'GET THE APP' and 'JOIN THE UNION!' and the Hoop Union logo below.

Tribalism is a huge part of sport. It represents which team you belong to. Maybe you’re Knicks fan and don the orange and blue or maybe you love the Hornets and wear the purple and teal? Your colours matter. So how do you pick a colour palette that brings each tribe together? Simple you remove it all together. The only colour here is the orange of basketball. for this reason i opted for a black and white colour scheme with an urban grey to bring the street basketball vibe and a detailing of basketball orange to bring a pop. This palette encourages inclusivity, it says leave your colours at the door and let’s play together!

The Colours Scheme:

Color palette chart displaying black, white, urban grey, and basketball orange with their corresponding HEX, RGB, and CMYK color codes.
Close-up of an iPhone showing the time 9:41 and a screen with the Hoop Union app icon.
Black and white photo of a man and woman wearing hoodies with the Hoop Union logo, standing close together and looking at the camera.

Logo Lockups:

Mobile phone displaying a sports-themed app called Hoop Union with a basketball player dunking, and text that says "Find Your Game" and "Shop Now".
A black hoodie with red text says 'Hood Union' and is laid flat on a textured surface with a yellow line in the corner.
A black box with a sports strategy diagram and white and orange markings is displayed on top of an orange box with travel destination names printed in white. The black box features a basketball court diagram with arrows and circles, and is positioned at a slight angle against a white and gray background.
A man dunking a basketball during a game on an outdoor court, with three other players watching in the background, black and white photo.

FINAL SAY

This was a really fun concept project to work on. I really enjoyed putting together the identity for it and believe the project turned out really well. I especially like the colour scheme and the use of black and white imagery to remove the ‘tribalism’, creating a truly inclusive experience for all players.

I love designing for sports brands and would love the opportunity to work on more.

Aaron Moriarty

The Designer

If you like what you have seen and want to work with me, why not get in touch by clicking the link below and filling out a contact form.

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