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To say that Thomas O\u2019Grady knows about brand indentity is an understatement. O\u2019Grady 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\u2019Grady served as Sr. VP of the NBA\u2019s 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\u2019Grady 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 \u201cDream Team\u201d marketing, sponsorship and brand initiatives.