Overview

As the excitement builds for the 2025 NBA All-Star Game in San Francisco, we launched our All-Star campaign to rally fans to vote for their favorite Trail Blazers from the 2024-25 roster. Running from December 19 to January 21, the campaign emphasized key 3-for-1 voting days, where a single vote counted triple, encouraging maximum participation. Through engaging visuals and clear calls to action, we aimed to boost fan involvement and increase votes for our players.

For: 2024-25 NBA All-Star Game

Role: UI/UX Designer

Team: Brian Moreno, Ian Stark

Duration: 2 Weeks

Tools: Figma

Problem

In collaboration with our broader All-Star marketing efforts—including digital ads, emails, and broadcasts—we aimed to drive fans of all types (new and longtime supporters) to the landing page and encourage them to vote for their favorite Trail Blazers. The challenge was to create an engaging, easy-to-navigate experience that seamlessly guided users through the voting process while capturing the excitement of the All-Star campaign.

Background & Research

This campaign was designed to align with this season’s Rip City Runs Deep retro-inspired branding, drawing inspiration from vintage Trail Blazers player cards to create a nostalgic yet fresh look. We were especially drawn to the bold reds and thick borders that tied seamlessly into this season’s look and feel. This inspired us to design the roster section to resemble collectible basketball cards, allowing fans to easily select their favorite players to vote for the All-Star Game. While staying true to our team’s identity, we also made sure the design aligned with the broader NBA All-Star branding guidelines.

Getting Started

Since final creative assets were still in development, we built the framework of the landing page first, allowing flexibility to integrate the evolving designs. We based our structure off of previous seasons' All-Star pages, beginning with a header and introduction paragraph, followed by direct links to NBA.com for voting. We also highlighted 3-for-1 voting days so fans knew when their votes carried triple the weight. Lastly, we included roster cards for each player, featuring their season stats, position, roster photo, jersey number, and a button allowing fans to select them as their favorites.

Collaboration was key—we worked closely with the creative team, sharing ideas and refining the page as branding elements were finalized. This iterative process ensured a seamless and visually cohesive experience that encouraged fan participation.

Once the creative assets were finalized, we used the 2025 All-Star look and feel to guide the design of the landing page. We were particularly inspired by the bold red color palette, along with the textures and patterns featured in the background artwork.

Design

Designing Key Components

3 For 1 Voting Cards

With the landing page framework in place, we began designing key elements to integrate into the structure. One of our first focuses was the 3-for-1 voting date cards, ensuring they stood out visually so fans could easily recognize when their votes carried extra weight.

Roster Cards

Next, we developed the player roster cards, starting with initial concepts inspired by vintage basketball trading cards. My first design explored a rectangular frame with thick borders, playing off the bold geometry seen through our brainstorming exploration. However, after review and team discussions, we decided to pivot to an arched frame with a similar thick border—a shape that more closely aligned with the Rip City Runs Deep look and feel. Through iterative adjustments to typography, layout, and visual hierarchy, we arrived at a final version that balanced both our team branding and the broader NBA All-Star aesthetics.

Voting Bar

To streamline the voting experience, we also introduced a voting bar at the bottom of the page. This interactive element appears once fans select their favorite players, displaying their chosen roster with individual player cards and a clear call-to-action to submit their votes. Additionally, we developed an alternate version of this bar featuring a bold red “1 more spot left” alert. This subtle yet effective prompt encouraged fans to fill out their full roster before voting to drive more engagement and participation.

Integrating Patterns & Colors

As the creative assets from our Creative Team came together, we began integrating the patterns and color treatments that made the campaign feel unique. We accessed their art file and were immediately drawn to the smooth transition between the basketball pattern and the 2025 San Francisco All-Star pattern featuring the iconic bridge graphic.

We knew from the start that the bold red color needed to be at the center, tying the page back to both the Rip City Runs Deep campaign and the team’s overall aesthetic. Beyond that, we experimented with applying the graphic patterns and textures to our other team colors, black and white, to add depth and dimension to the backgrounds. This approach helped us avoid flat, static color blocks and instead created a more dynamic, layered feel that brought energy to the page.

Final Product

Landing Page

Cast Your Vote

3 For 1 Voting

Select Your Favorite Player

Result & Reflection

Despite a tight timeline and multiple moving parts, the 2025 All-Star landing page came together as a successful collaboration between our digital, brand marketing, and creative services teams. By proactively building the page structure and key components ahead of finalized assets, we were able to stay ahead and make refinements quickly as designs evolved.

Throughout the campaign, December 19, 2024  through January 21, 2025, the page received 1,712 views, with 1,251 active users and an average of 1.37 views per user, demonstrating strong engagement. The site recorded 5,091 total interactions, showing that users weren’t just landing on the page, but actively participating in the voting process.

I’m especially proud of how we planned and executed our workflow — starting with structural foundations, building flexible components, and collaborating closely with the creative team to ensure our elements aligned with the season’s branding. This project reinforced the importance of adaptability, clear communication, and design systems in delivering a polished and engaging final product with a fast-moving timeline.

Built with love in the PNW 🫶🏼