UK50

Sports & Recreation

Overview

Role: Brand Foundation & Creative Leadership
Scope: Platform, community, storytelling
Focus: Vision, ecosystem building

UK50 was built to spotlight and support the next generation of elite youth basketball talent in the UK.

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THE CONTEXT

Youth basketball in the UK lacked a central, credible platform that combined competition, visibility, and storytelling. UK50 was conceived to fill that gap.

THE CHALLENGE

- Build legitimacy from scratch

- Balance performance with purpose

- Create platform that players, parents and partners could trust

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MY ROLE & MANDATE

I led brand, creative, and narrative direction end-to-end, shaping the platform’s identity, tone, and long-term vision.

STRATEGIC DECISIONS

- Position UK50 as a platform, not an event

- Centre storytelling around progression and opportunity

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EXECUTION

- Brand identity and digital presence

- Campaigns and events

- Ongoing content and storytelling

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OuTCOME & IMPACT

- Rapid recognition within UK basketball

- Strong community engagement

- A sustainable foundation for future growth

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