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
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. The concept was to show how the new identity was a culmination of our brand and team history. This was demonstrated through hand-drawn elements, paper textures, and archival team artifacts.
VIDEO: I collaborated with Producer and Motion Designer, Nathan Schroeder on the reveal video, voiced by Kiefer Sutherland. I created sketches of each era’s logo, sourced team artifacts, and created mockups of the new brand marks in different environments.
STATIC: Concepted and designed assets to breakdown the details of the new identity across channels.
Developed the 2024–2025 season creative direction embracing “Legacy Moves Us Forward” from this launch.
