This project illustrates the brand identity of a fictitious expansion team in the NBA. This team, the High Rollers of Las Vegas, is inspired by the rich visual history of its host city. The consumer base is largely comprised of males aged 15-40 in the Las Vegas Metropolitan area in the introduction period of the team. Eventually, the brand will expand its audience globally. It is important for the brand to be designed to be both complementary to other existing NBA teams as well as to boldly break out from the field visually. The brand finds design inspiration from the iconic “Welcome to Fabulous Las Vegas” sign as well as a variety of other sources. These influences are apparent in logo design elements and brand colors.  Ticket designs have been produced to help display the branding from the initial point of purchase. A billboard advertisement was designed to help raise excitement for the High Rollers.