For my capstone project at 160over90, my group was tasked with identifying an organic growth opportunity within the Endeavor flywheel, a dynamic ecosystem that connects sports, entertainment, and media. After careful analysis, we selected Kia as our client, focusing on expanding its presence in two rapidly growing cultural spaces: gaming and music. Our strategy centered on leveraging Kia’s existing partnerships with the NBA and the massive popularity of the NBA2K video game series. We aimed to create a seamless integration of Kia’s brand into these spaces, tapping into the passionate communities surrounding both basketball and gaming. For the brand design, I drew inspiration from the history of streetball culture, past iterations of NBA2K’s blacktop game mode, and the nostalgic appeal of the NBA Street video game series.