To say that Thomas O’Grady knows about brand indentity is an understatement. O’Grady discusses his thoughts on branding, logo identification, and how important creative services is to any professional or college team. From 1990 to 2003, Thomas O’Grady served as Sr. VP of the NBA’s Creative Services Division, responsible for a 25-person in-house team that orchestrated the creation of 20 of the 30 NBA team re-branding identities, helping propel NBA licensed product revenues from $180 million in 1990 to $2.5 billion in 2002. O’Grady also was the brand architect behind the WNBA launch, the entire brand identity of the 1995 NBA expansion Toronto Raptors and Vancouver Grizzlies, the NBA.com website launch in 1995, and the 1992 USA Basketball “Dream Team” marketing, sponsorship and brand initiatives.