Case Study: Thurl Baley:


Thurl (Big T) Bailey is a retired NBA basketball player with the Utah Jazz and the Minnesota Timberwolves during the 80s and 90s. Throughout his career he has been involved in community service, directing basketball camps for the youth teaching lessons about life and basketball. He is currently a public speaker, a broadcast analyst for the Utah Jazz, an actor, and a singer/song writer.

Stemming from Thurl’s Big TLC Foundation, the ArenaMan Project is about the gathering of a community of men from all walks of life inspired to love, live, learn, teach, and especially to serve.

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”

Theodore Roosevelt, 1923, Sorbonne, France


The project scope included:

  • Logotype revision for Big T Productions
  • Matching sub-brand logotype for
       Big TLC Foundation
  • Logotype for the ArenaMan Project
  • Corresponding stationary for each corp.
  • Style guide