Design / Los Angeles Kings / 2023–2024 / Brand Launch / 2024–2025 / 2025–2026
Sr. Graphic Designer / Art Direction, Visual Strategy, Digital, Print, Large Format Out-of-Home
Introduction
The creative direction for the 2026 Playoffs built on an in-season marketing campaign. This campaign was inspired by fragrance ads to subvert typical sports design aesthetics with elevated, luxury application.
After brainstorming and developing sample graphics with the team, I pitched the evolution to leadership and built out the toolkit and guidelines for its usage. Then I implemented it across channels and reviewed and approved graphics from the in-house team and external designers.
Each graphic you see here, such as Clinched, included a full buildout with email, web, social, paid digital ads, in-arena, and OOH assets.
Rally Towels
Gameday Posters
Art directed the series of social posters that were posted 24 hours before each game.
The goal was to create a movie poster design series with dynamic compositions. Credit given to each designer below.
Introduction
Developed and pitched the concept of Silver Hour to represent the elusive and ephemeral moments that make Los Angeles special. The inspiration came to me on my commute, as I often drive through Downtown LA at golden hour. The setting sunlight reflects and refracts off of the skyscrapers, casting a glow over the city. I imagined what it might look like if that light was silver instead as the Kings take over the city every game night.
Reactive Graphics
Created an art direction for graphics that respond to big in-game moments. The challenge is to create a system that works in a crunch but is also flexible enough to leverage the best photos and themes of that specific moment. Where many teams rely on templates, we build and activate systems.
The marquee lights play to the entertainment and film industries in LA, complete with credit lines and glimmering stars.
Introduction
Opening Night 2025, the LA Kings shadow dropped a Third Jersey featuring the secondary crown logo. I art directed the campaign to announce the jersey which was then built out for ticket sales and merch sales as a team.
For the visual storytelling, I took scans of the jersey and helmet to incorporate into graphics. Additionally, extracted the circles from the crown logo to use as graphic elements to contrast with our angular primary branding.
Introduction
When Anže Kopitar announced that 2025–2026 would be his last season, I began working on announcement graphics. Knowing this would not be a one-off and that we would be telling the story throughout the year, I developed a toolkit of assets and an art direction for all Kopitar related creative.
Announcement Carousel
Final Season Email Announcement
Legacy Night Carousel
