23/24 CAMPAIGN
”In a landscape of conformity, we chose to zig while everyone else zagged.”
This campaign, a personal love letter to the Los Angeles of my childhood, draws inspiration from the 90s era at the Forum, reminiscent of the days of Gretzky and Robitaille. The aim was to infuse new vitality into the LA Kings, deviating from the minimal and embracing a maximal approach, combining grit and aggression with a sea of creativity.
OUR ALCHEMY
Continuity is the backbone of any great brand, and with the LA Kings, our mission was to build a cohesive toolkit. This toolkit served as the foundation for activating a diverse team of both internal and external freelancers and designers, ensuring they worked seamlessly, on-brand, and within set timelines.
Our strategy involved crafting a comprehensive suite of assets within the toolkit. This suite empowered external teams and new members to swiftly dive into creating on-brand graphics, fostering a collaborative and efficient creative process from the get-go.
Goals
•Meaningful evolution of brand expression that is proprietary to the team and city
•Continuation of visual distinction between Home and Away games
•Nods to history through imagery, symbols, textures (The Forum, Crowns, Speed Lines, City Lights)
•Lean towards 90s era of Kings hockey
Typography lockup
Pantones and Gradients
Textures and Stickers
SOCIAL
In the fast-paced social media landscape, you have seconds to captivate your audience. In a sea of noise, the key is to be impactful—serving your core market segment while drawing new audiences.
Our strategy involved live motion coverage during the games, aiming for maximum impact.
Simultaneously, we executed cross-promotions with our unscripted series on CBS and KCAL, strategically driving viewership and ultimately boosting ticket sales.
LIVE COVERAGE
Embracing the goal of expanding hockey's reach to new audiences within Gen Z and ultimately Gen Alpha, we embarked on collaborations with diverse streetwear brands and other prominent sports teams in Los Angeles. This strategic initiative aimed to extend the Kings brand into new segments, fostering connections with audiences that may not have traditionally associated with the brand.
GLOBAL PARTNERS
In-Arena
The Big Show. As a Creative Director, my team oversees 82 live events per year, both at home and on the road. Stepping into an LA Kings game, our aim is to hit you in two places: in the heart and with the hair standing on the back of your neck.
Drawing inspiration from our past with the iconic Chevy, and expanding the look and feel of our 23-24 campaign, we crafted a blend that feels aggressive while staying true to our roots as an LA-born organization since 1967."
INTROS & Countdowns
In response to the insatiable appetite of sports fans for content, our team worked closely with hockey ops and PR to enhance the Black and White series by Spectrum. Rethinking our approach, we extended the series runtime to 22 minutes and formed a strategic partnership with CBS for a grassroots initiative. This move not only provided ad break opportunities to promote games and GP initiatives but also broadened our reach within the city, connecting with new segments. Our overarching goal was to drive traffic to our social channels, enhancing engagement and creating new fans in the process.
UNSCRIPTED SERIES
