Graphic Design That Works

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the seattle supersonics

CLIENT:

The Seattle Supersonics are a

professional basketball team.

FIRM:

Hornall Anderson Design Works

CREATIVE DIRECTOR:

Jack Anderson

ART DIRECTORS/DESIGNERS:

Mark Popich and

Andrew Wicklund

PHOTOGRAPHERS:

Alex Hayden, Jeff Reinking/NBA

Photos, and various stock

Classic Basketball

The Sonics had come under new ownership that was

interested in rebranding the team. The new owners’

vision was to bring the fans back into the game. By

showing inspirational imagery and sincere text, the

brochure identifies and connects with the fan base. The

bold use of type and image makes the piece easy to

read and the communications clear. “We knew right

away that this piece had to be open and honest. It

couldn’t be full of tricks and gimmicks,” details creative

director Jack Anderson. “It had to be genuine in its touch

and message where each page talks about renewing

passion, responsibility, commitment, and respect.” As

part of the new brand, the team’s logo, uniforms, tickets,

and overall color scheme were all changed. “We basical-

ly went back to the colors that they used to have—

green and yellow. We also brought back the arch,”

ABOVE: The pocket folder,

with its bold messaging,

entices the reader to open

it. Inside sits the renewal

brochure wrapped by a

bellyband.

Graphic Design That Works

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recalls Anderson. “Years ago, there was honesty about

the team. It was a rich heritage that we wanted to

bring back.”

Throughout the renewal brochure, four-color photos

are interesting intermixed with an array of monochro-

matic imagery—giving it that classic look. The simple,

genuine, and heartfelt brochure was sent to season-

ticket holders to renew their subscription. “The Sonics

had come off a bad season. There was a new ownership

and talk of significant trades,” recalls Anderson. “At

the time, people were wondering if they could justify

buying season tickets again.” Because a huge part of

the team’s income stream comes from season-ticket

sales, this communications devise was very important

not only to the new management but to the future of

the team.

What Works

The integrity and honesty of the piece helped to

inspire fans to recommit to their beloved team for

another season. “The fan base had some drift and

continued fall off in the past,” claims Anderson.

“This piece helped to stop the flow on that. The

whole program has become a model for other

teams to follow.”

ABOVE: Beginning with a renewal

theme, the cover is bold and

simple with the background

acting as a textural support.

Each spread communicates a

different aspect of the overall

message. The brochure is

printed in four-color process

plus two PMS colors for the

team’s new colors—green

and yellow.

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