Case study · Brand, content & operations · 2018 – now
Pacers Gaming: building the NBA 2K League’s biggest team brand
I joined the Indiana Pacers’ esports franchise in 2018 as Director of Content and became Senior Director in 2023. I built the league’s #1 team YouTube channel — larger than every other team combined — and now lead team operations and digital strategy.
Context
Pacers Gaming is the Indiana Pacers’ franchise in the NBA 2K League. When I arrived in 2018 the team needed a content operation built from zero: brand system, broadcast graphics, social, video, and a YouTube strategy in a league where most teams treated YouTube as an afterthought.
Content & brand
I produced all media for the franchise and applied the same search-driven method I use at Pixel & Bracket: find what NBA 2K players are actually searching for, make the definitive answer, and let the back-catalog compound. Roster reveals, gameday graphics, player features, live “Rec with viewers” streams, and evergreen NBA 2K explainers.
Partnerships with ROI
I owned the sponsor concept and integration for Elgato. Keyword research surfaced content gaps around capture cards and Stream Decks; I self-produced a three-video series with SEO-optimized titles and descriptions.
Media guide & print
The annual Pacers Gaming Media Guide — roster, statistics, history, and league breakdown — designed and produced end to end.
Operations & leadership
As Senior Director I lead team operations and digital content strategy for the franchise: roster and staff logistics, league relations, partner deliverables, budget, and the content team. The through-line is the same as everywhere else in my work — build a system, measure it, and let it compound.
Contact
Want to work together? Say hello.
Open to senior product design roles, founding-designer conversations, and select collaborations.