Los Angeles Kings Projects

Designer / Los Angeles Kings

Sr. Graphic Designer / Art Direction, Visual Strategy, Digital, Print, Out-of-Home

2025 Playoffs

The creative campaign for the 2025 Playoffs was an evolution of the regular season campaign. My role included developing and pitching concepts and then collaborating on the development of the toolkit and guidelines for rollout. Additionally, I art directed and executed game day social posters and reactive graphics.

Points of Evolution

BRAND FORMS: The intensity ramps up in the playoffs, represented by a 5 degree horizontal slant and the vertical slant taken from the parallelogram within the primary logo.
EDITORIAL LAYOUT: Continuing the editorial inspiration from regular season, we introduced new texture and reinforced editorial type layouts and details.
LOS ANGELES GROUNDED: Introduced city photography, abstracted to add color, texture, and storytelling to graphics.

Creative Overview

Rally Towels

Game Day Posters & Reactive Graphics

2024–2025 Season Creative

Brand Launch

In June 2024, the Los Angeles Kings unveiled a brand evolution consisting of new marks and a custom typeface designed by House Industries.

The storytelling, launch strategy, and launch creative was an in-house collaboration of our Marketing and Content Departments, including the creative, production, social media teams.

Role

As Senior Graphic Designer, I had the privilege of working on strategy and execution for the launch.

VIDEO: I worked closely with Producer and Motion Designer, Nathan Schroeder on the reveal video, voiced by Kiefer Sutherland. The concept was to tell the story of how the new identity was a culmination of our brand and team history.

STATIC: Concepted and designed assets to breakdown the details of the new identity across channels.