Playground
Playground is well-known among Moscow’s basketball fans for their indoor courts. Now, they bring their two passions — basketball and street fashion — to the international stage, opening a store in Istanbul where style meets the game.
We created a logo that fuses the circle and triangles from Istanbul’s emblem with the shape of a basketball. Built to stand out from tiny icons to bold storefronts — even in motion — and paired with a serif and a black-and-white palette, it channels that timeless fashion aesthetic.
The challenge was to craft an identity that would help Playground make a confident entry into a new market — one that leaned toward fashion rather than pure basketball, while feeling perfectly at home in Istanbul.
We carried the identity into the store’s website, giving it the same visual energy and building on it with lines that structure the pages and echo basketball court markings.
On the street or online, the result is clean, with a touch of nostalgia, yet always relevant. It’s honest, grounded in Istanbul’s identity, and true to the basketball community.
Art Direction (Branding)
Design (Branding)
Brand Mark Design
Project-manager
Agency Partner
Creative Direction (Web)
Art Direction (Web)
Design (Web)
Case Study Art Direction
Case Study Design
Motion Design
Text Editing
Photos
Artem Stepanov
Client
Playground
Year
2024