Camp + King Introduces a New Era of Proud for the Sacramento Kings

Advertising agency Camp + King crafted a comprehensive campaign with the NBA’s Sacramento Kings to launch the rebranding of the franchise on April 26. The work – including a 60-second video that unveils the logo - was showcased at an invite only event at the team’s future downtown home, Golden 1 Center.

The new logo is rendered in royal purple and granite and sports a reshaped crown, a refined basketball and a new typeface that puts Sacramento front and centre. It builds upon the design created for the Kings when they moved to Sacramento in 1985.

The creative also introduces a new theme line: “New Era of Proud.” In the 60-second spot, a lifelong fan is shown in his living room before an entire wall he has devoted to the Kings. He re-arranges news clippings, photos and other parts of the team’s history in Sacramento. The audio narrative is a compilation of news highlights, major victories, player interviews, and reports on the team’s 2013 decision to remain in Sacramento.

“This spot is as much about civic pride as it is about a beloved team,” said Jamie King, Partner/CEO of Camp + King. “Like any American city, Sacramento has seen its share of ups and downs, but this basketball team has been a constant in the lives of its residents for the past 31 years. And our agency is proud to help showcase that.”

The spot is running on local TV in Sacramento and will be feature social media activation on the Kings various channels. It’s also on a microsite that Camp + King helped to develop, which showcases the new logo, shares the inspiration, and defines the narrative behind the updated look and team merchandise. Beyond the logo unveiling, the Sacramento region was flooded with the emblems of a New Era of Proud. The launch campaign included an opportunity for the team’s die-hard fans to receive new logo tattoos at select parlours for a limited time. Digital billboards broadcast the new marks and a graffiti artist crafted a mural showcasing the new SAC logo at the centre of one of Sacramento’s busiest districts.

Camp + King won the rebranding assignment in January after an agency search.