Event Branding

Madison Square Garden
New York, NY

Section 127 was brought on board by ESPN Events to design new branding, event signage and collateral for the 2018 Jimmy V Classic at Madison Square Garden. As an annual double-header showcasing four premier college basketball teams, the Jimmy V Classic is the pinnacle of V Week for ESPN. Inspired by the excitement of New York City and the inspirational character of Coach Valvano, the identity and design applications for the Jimmy V Classic were cohesively built around these keystones. The visual identity created by Section 127 will be applied to all event signage and digital applications for the next few years and beyond.

Combining dramatic photography of Manhattan and bold type inspired by New York City signage, the event branding helped elevate the Jimmy V Classic experience and reinforce Coach Valvano’s message of determination and spirit.