Fans hate the people who officiate the sports they love. It just seems to be part of the game. And of all the officials on the planet, the most hated were NBA refs. Fans regularly skewer them on social media, and most of the refs had no idea how it even worked.

So we overhauled their image. New logo, new website and plenty of social media presence, especially on Twitter. All designed to remind people refs are human and humans aren’t perfect. From infographics outlining how often the refs get it right—amazingly often—to a video featuring the refs reading and responding to actual tweets directed at them.