Client

Paul Pierce, Boston Celtics

In 2008, Paul Pierce led the Boston Celtics to the 2008 NBA Championship. He was named the Most Valuable Player of the NBA Finals. He was a seasoned, successful veteran at the apex of his career to that point -- which made the branding campaign we initiated that much more powerful.

When developing Paul's identity online, we focused on several key areas. The first was a name he had been given early in his career by Shaquille O'Neal: The Truth.

We started with Paul's logo, making the nickname -- The Truth -- substantially larger than his actual name to make it a key visual takeaway for every visitor to this web site. We also recognized the dynamic nature of a nickname like "The Truth," and wanted to take advantage of it. We found quotes about truth -- ranging from everything from impossibility to genius to will -- from famous thinkers, and put them into a new context: namely, on Paul's home page, juxtaposed with images of Paul that said two things: champion and Boston Celtics. In effect, we transformed a nickname into a meaningful concept that fans and the media wanted to be part of and actively used. In the two and a half years since, use of "Paul Pierce" and "The Truth" has jumped in Google searches by 600%, and the nickname itself has become part of the basketball vernacular.

Secondly, we wanted to definitively link Paul with the Boston Celtics, and solidify his place among the Celtics' greats. He might have won the NBA title as a member of the Big Three, but unlike Kevin Garnett and Ray Allen, Paul had spent his entire career with the Celtics. The aesthetics throughout his web site highlighted his connection to Boston, from the imagery to the color scheme, while a timeline on the home page showcased Paul and two other Celtic legends: Bill Russell, and Larry Bird. We also added permanent section to the site that detailed Boston's run to its 17th championship in franchise history, and the critical role that Paul, the captain, played in it.

Finally, we launched a rigorous social networking campaign, building Paul's following on Twitter to over 1.6 million, and on Facebook to more than 350,000. In addition to continuing to showcase his on the court accomplishments, Paul's digital properties (web site, social media, original content) have helped him to expand the activities of The Truth Fund, his foundation. In the years since activating his branding campaign, Paul has launched The Truth on Health and FitClub 34, two programs geared toward helping children lead healthier lives by changing their diets and exercising regularly. Both are continuing to grow in popularity.

See our full case study on Paul Pierce.