The Sixth Man Show

What They Saw

Magic basketball culture for fans, by fans

The Sixth Man Show (SMS) began as a podcast, but quickly evolved into something larger—a cultural forum where Orlando Magic fans could gather, debate, celebrate, and build the stories that shape modern basketball culture.

When Jonathan and Kevin from the SMS team approached Vidi, they wanted a brand identity that matched the gravity of their influence: a visual system capable of holding the lore of Magic basketball, from the nostalgia to the grit and energy of today’s fan-driven storytelling. SMS wasn’t content to be “just a show.” They wanted to become an institution of Orlando Magic culture—a tavern for community, a herald for fandom, and a multiverse to honor all eras of Magic history.

Cultural Immersion

Brand Identity

Art Direction

Merch Design

Social & Content Systems

Brand Challenge

A voice of the fans, missing a banner to rally under

SMS was already beloved within the Orlando Magic fan base, but visually, the brand hadn’t yet caught up to the scale of its influence.

Their reach was growing, their interviews were becoming more high-profile, and their commentary shaped the temperature of Magic Twitter and fan discourse. But the identity didn't yet communicate the authority, personality, or cultural resonance the show already held.

Vidi’s connection to SMS began through our work with JAM Hot Chicken, a local cultural staple that helped us tap into Orlando’s creative and sports ecosystem. As a studio with deep basketball roots—and with Christian being a lifelong Magic fan—we saw the potential immediately. SMS needed an identity that could flex across eras, evolve with the team’s trajectory, and stand confidently as a cornerstone of Orlando basketball culture.

Vidi partnered with Jonathan and the SMS team to create a brand that felt as dynamic and dimensional as Magic history itself. We approached the project like fans, not vendors—speaking the language of basketball, culture, and the mythology of Orlando hoops.

What We Saw

Designing the lore of Orlando Magic fandom

We built a visual universe that could carry the weight of SMS’s ambition:A system that channels the grit of hoop talk, the broadcast magic of the NBA on NBC era, and the modern spirit of fan-driven media. The brand became a container for storytelling—big enough for every era and every fan.

When SMS launched the new identity at the start of the 2024–2025 NBA season, they stepped into that vision immediately.

They hosted interviews with major community figures and Magic players—including Jalen Suggs—and unveiled official SMS merchandise that began showing up courtside, across Amway Center, and even on national broadcasts.

Where They Are

A new era of Magic fandom

SMS now stands as a cultural hub for Magic fans: part journalism, part entertainment, part digital community-building, all heart.

The rebrand didn’t just elevate SMS visually—it formalized its status as a key player in Orlando basketball culture. The identity gave Jonathan and the SMS team a flagship to rally under, pushing the show from a beloved community platform to a recognizable force with range, swagger, and staying power.

Since launching the new identity, SMS has:

Interviewed high-profile athletes and figures across the Magic basketball community
Expanded its reach across digital platforms with a unified, high-impact visual system
Released official SMS merchandise worn courtside and seen on national television
Strengthened its position as the cultural heartbeat of Orlando Magic fandom
Built deeper community connection through independent journalism, digital programming, and storytelling

For Vidi, SMS is more than a sports project—it’s a contribution to the city’s cultural fabric. As the Magic look toward their brightest chapter in a decade, SMS is building the new age of fandom connection. And Vidi is proud to have tapped into that story.

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A brand new era of fandom

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