Proof That the Next Big Thing Doesn’t Whisper—It Booms.
Rebranding an NBA G-League Team, Noblesville Boom / Indiana Pacers G-League Affiliate
When the NBA G League announced a new franchise in Noblesville, Indiana, it wasn’t just about basketball. It was about planting a flag.
This wasn’t just about introducing a team. It was about creating an identity fans could instantly feel a part of. One that reflected the energy of pro basketball, the pride of Noblesville, and the legacy of Indiana hoops.
CHALLENGE
Launch a new G League team from the ground up—fast! Make it feel like anything but minor league. With no players, a still-under-construction arena, and limited assets, we needed to ignite excitement, establish local relevance, and plant a flag for high-energy pro hoops in Noblesville. The mission was clear: deliver an immersive basketball experience that inspires community pride and makes everyone feel the Boom.
SOLUTION
A bold new identity for the Noblesville Boom, rooted in the power of proximity—Pro Basketball in Your Backyard. We built the brand from scratch: voice, visuals, video, and vibe. Explosive design, dynamic motion, and a strategic rollout that tied the electric energy of “Boom” to Indiana basketball heritage, the rising community of Noblesville, and the NBA’s next stars—all culminating in a launch that felt big-league from day one
RESULTS
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Naming the Team
Our naming process began with a clear strategy: find a name that could energize fans, reflect Noblesville’s identity, and feel right at home on a professional basketball stage.
Strategic, simple, and full of swagger — Boom was built to resonate.
We started by identifying the key traits our name needed to embody — words like energy, action, power, pride, intensity, and momentum became our guideposts. Through interviews with local residents, basketball staff, and community stakeholders, we grounded our thinking in the language and spirit of the city itself.
From there, we explored multiple naming territories: some tied to movement and speed, others rooted in local nature and folk lore, and others that tapped into grit, ambition, and the next generation of talent. We also considered names that connected back to the Pacers organization in more subtle, ownable ways.
Ultimately, Boom rose to the top. It was bold and immediate. It echoed Indiana’s basketball legacy without being nostalgic. It nodded to a city on the rise. And it captured the essence of the G League — where anyone can blow up.
Behind the Name
The name Boom carries the weight of Indiana basketball history — echoing the legendary “Boom Baby!” radio calls that defined clutch moments and buzzer beaters. But it also speaks to the momentum of the city itself. Noblesville is rising fast — as a tech hub, a destination, and now, a basketball town.
And in the G League, Boom takes on a third meaning: the next wave of NBA stars is just one breakout moment away from exploding onto the scene. Because when the next big thing hits, it doesn’t whisper. It Booms.
BRAND DNA
"Pro Basketball in Your Backyard."
That was the heartbeat of everything we built. A simple idea, charged with possibility. The Noblesville Boom isn’t just a team. It’s the arrival of something big — right next door.
IDENTITY DESIGN
The goal was simple: create a visual identity that felt as explosive as the name itself.
From the start, we knew Boom needed to look — and feel — like high-energy basketball. The identity system had to be bold, modern, and built to move. Every element needed to carry impact.
The logo centers on a stylized gold basketball, a direct connection to the Pacers' iconic mark — grounding the Boom in Indiana’s basketball lineage. The shape, reminiscent of the “boom” emoji, gave us a modern and subtly playful reference point. But this wasn’t about gimmicks — it was about creating a brand that could hold its own in a professional arena.
We built a design system around that core energy:
A dynamic color palette of navy, gold, and electric cyan to balance tradition with youthful energy
Strong, angular typography that feels fast and fearless
Graphic accents like rising chevrons, ripple motifs, and explosive transitions that mirror the momentum of the game
Everything was designed to feel loud, confident, and in motion — just like the Boom itself.
The Noblesville Boom court reveal.
Motion Toolkit
Keyable and stackable motion elements for designers.
Conclusion
In just a few months, the Noblesville Boom has evolved from a bold rebrand into a genuine community rallying point—selling out youth clinics, inspiring local businesses to weave “Boom” into storefront displays, and uniting fans across generations. As Mayor Chris Jensen observed,
With “Boom, baby!” echoing from Innovation Mile to Main Street, the campaign has not only captured the energy of Indiana basketball but also cemented the Boom as a true symbol of civic pride and shared momentum.