Challenge
The NBA Foundation wanted to spotlight Black entrepreneurs and small business owners during NBA All-Star Weekend. The goal was to design an event that gave founders a platform to share their ideas, gain resources, and build visibility in front of judges, investors, and cultural leaders.
Answer
Think True partnered with the NBA Foundation to bring the Pitch Competition to life. Hosted during NBA All-Star 2025 in San Francisco, the competition provided entrepreneurs with the stage to present their businesses to a panel of executives and community leaders. The event design balanced professionalism and energy, aligning with the NBA’s cultural credibility while highlighting the stories of the entrepreneurs.
Consumer Journey
I mapped the flow across all key moments:
Semi-Finals: An intimate pitch setting that emphasized storytelling and preparation
Finals: A dynamic stage environment designed for impact, with integrated screen graphics and branded moments
NBA Crossover Booth: An accessible, high-traffic space that extended the competition to fans, featuring interactive elements and branded storytelling touchpoints
My Role
As Creative Lead, I oversaw event design and experiential flow, directing our lead designer, 3D designer, and design support to produce stage renders, branded collateral, and environmental graphics across all phases. Together we created a culturally resonant platform that elevated the voices of emerging entrepreneurs during NBA All-Star Weekend.