As part of a long-running partnership with NBA 2K, State Farm needed to refresh its in-game presence to remain relevant and cool to players who expect brands to feel natural in their gaming world. Because NBA 2K players are all about authenticity, we needed to keep State Farm’s touchpoints fresh and aligned with the game’s vibe. We pulled inspiration from brands like Supreme and KITH to help elevate an otherwise traditional brand and applied these designs to the NGHBR GOODS store and player merchandise.