In 2023, we had the privilege of working on a rebrand for the Orlando Magic—a proud franchise rooted in the heart of Central Florida, long celebrated for its electrifying energy, iconic players, and unforgettable moments. Since its inception in 1989, the Magic have carved a unique place in NBA history, defined by legendary stars, a passionate community, and the belief that anything is possible when you Believe The Dream. In an ambitious move to modernize its legacy and reignite the spark for a new era, the organization embarked on a bold rebrand ahead of the 2025–26 season.
Our work included crafting a new Brand Identity, refining the Brand Strategy, and establishing fresh Brand Positioning. We explored a wide range of creative directions—from mild to wild—over a six-month process that required alignment from ownership and numerous stakeholders across the organization. The result was a dynamic visual identity that celebrates the swagger, showmanship, and community spirit that define the team. Two of our logo concepts advanced to the research and testing phase, marking a major step toward a reimagined look that not only updates the aesthetic but taps into the soul of Orlando—connecting generations of fans and pushing the brand forward with clarity, confidence, and style.
Welcome to Orlando, where dreams ignite into reality right before your very eyes. But let’s peel back the curtain; crafting magic demands sweat, sheer grit, and a touch of that sparkle in our souls. Each day, we hustle hard just like our dedicated fans, earning our stripes with relentless determination. When the lights dim, we’re out there, leaving it all on the court, delivering performances that etch themselves into memory. It’s about purpose, strategizing, and showing up when it counts, because this game, it’s our heartbeat. Sure, it’s not just a flick of a wand or a splash of magic dust; this power we wield is raw, unfiltered, and oh so real. Call it luck, call it destiny – but for us, it’s the dream we get to live, day in, day out.