projects done as creative director and brand guardian for one of LA’s biggest heritage brands
providing consistent creative with room to evolve through toolbox and brand guideline development
The Approach
Creating a cohesive brand visual identity for the LA Kings that was adaptable across omnichannel and multi-distribution needs. Branding needed to represent the current landscape of the team and Los Angeles while welcoming in a new era of Kings fans.
My Role
Creative Direction
Brainstorming and ideation development
External agency relationship director
Implementation lead for partnerships with NHL, broadcast, sports publications, and merchandising
updating the la Kings most recognizable logo - the word mark
The Approach
The brand had an ‘era’ issue. It banked on the success of decade old Cups and didn’t adjust to the new LA, an LA that was diverse and younger. We needed a new strategic approach to how we presented our brand. By paying respect to our heritage while defining a refreshed brand working with PR and community teams, I guided my team to create original content and social campaigns that crafted a more personal LA brand experience.
My Role
Agency relations director
Creative direction
Press release and launch strategy direction
Implementation director for agency and external marketing toolkits
The Results
Warm-up jersey design generating additional $10K in sales in one night
Created new partnership opportunity using design for Undefeated
Positive community response among die-hard fans