Brand building on a good man’s character

Everyone knew Maurice Lucas. He was “The Enforcer,” a five-time All-Star, an NBA Champion. His retired number 20 hangs from the Rose Garden rafters. But perhaps Maurice’s best legacy was built off the hardwood. Throughout his life he contributed to charitable organizations and gave time to coach and mentor local youth and, up until he lost his fight with cancer, Maurice remained active in the Portland community that became his home.

Founded in his honor, the Maurice Lucas Foundation partners with Portland area schools to run after-school programs, summer camps and educational retreats aimed at teaching core values in the classroom and providing skill-building opportunities through sport for low-income, at risk and special needs youth grades 6-8.

When the foundation board asked Riley Weiss to develop their brand, we knew the strength of the organization would build from the character of the man. Maurice was about values: leadership, goal setting, hard work, respect and integrity. Visual elements for the website, business system and events are vintage, reminiscent of Maurice’s heyday. Photography juxtaposes classroom—where core values are taught—and court—where they are reinforced. Maurice displayed excellence in both arenas, and these images convey how the program is empowering Portland kids through the dedicated efforts of community members.