CASE STUDY

ZincMedia Case Study: The St. James National Tournament Branding – Creative Direction & Production

Client Overview

The St. James is a premier sports, wellness, and entertainment brand that produces elite basketball tournaments nationwide. With events spanning from Washington D.C. to Atlanta, Boston, and the Jersey Shore, The St. James hosts nationally ranked high school programs and attracts top collegiate scouts and global audiences.

Their flagship events include:

  • She Got Game Classic (SGGC) — an international girls’ basketball showcase featuring 31 states, Australia, and Canada.
  • Capital Invitational — an elite competition hosted at Sidwell Friends School & The St. James
  • Super Games — a premier event at the Jersey Shore highlighting powerhouse regional programs.

Challenge

The St. James needed a consistent, high-impact visual identity across dozens of event markets to unify their growing national presence. Each tournament required distinct branding that still aligned with the She Got Game and The St. James master brands. The visuals needed to:

  • Capture attention across digital platforms.
  • Engage players, coaches, and fans through bold storytelling.
  • Maintain consistency while allowing regional customization.
  • Communicate professionalism worthy of D1 collegiate recruitment visibility.

ZincMedia’s Creative Solution

ZincMedia developed a comprehensive creative strategy and visual campaign system designed to scale across all tournament regions.

Each graphic series—ranging from teaser campaigns to post-event coach acknowledgments—was designed to:

  • Highlight host cities through landmark imagery (e.g., Capitol Building, Jersey Shore, Atlanta skyline).
  • Incorporate local color palettes and cultural cues to differentiate each market.
  • Unify brand voice using a consistent typographic hierarchy and lighting effects.
  • Maximize versatility for both digital promotion and print collateral.

Results

  • Established a nationwide design identity recognizable across all markets.
  • Enhanced event branding consistency for digital and social platforms.
  • Increased online engagement through cohesive, shareable tournament visuals.
  • Strengthened The St. James’s reputation as a leading force in national girls’ basketball exposure events.

Art Direction, Design & Layout: Laura Bruen (ZincMedia, Inc.)