Jeremy Lin Foundation / JL7

Linsanity! Everyone followed the story of the unknown NBA player coming off the bench and lighting up Madison Square Garden. Game after game, Jeremy Lin was unstoppable. Since that first game with the Knicks, Lin's status has grown globally. Our team created a brand platform that translates across cultural contexts and settings, from North America to Asia and from shoe deals to community activism.

We partnered with Jeremy Lin and the JL7 team, working with FiveStone to architect and design a brand solution that unifies Lin's positive personal values, JL7's business goals, and complex multinational applications around a common theme. Through extensive stakeholder interviews with key partners and dedicated fans, we learned that Lin's hard work, strength, and "never finished" attitude combined with his inspirational message creates a powerful combination for the JL7 brand. We built on that unique mix of attributes and designed a brand platform including positioning, architecture, and enhanced visual expression that guides the team across core activities and products worldwide. The brand architecture allows for sub-brands like the Jeremy Lin Foundation to feature unique qualities while maintaining consistent visual language across all JL7 activities, from youth basketball leagues in China to major athletic apparel partnerships, creating a unified approach for Lin's philanthropic work, social justice advocacy, and AAPI community initiatives.