The Los Angeles Lakers were looking to connect with a new generation of fans and, required a new strategic direction for the Lakers.com platform as part of a complete brand overhaul. The new direction for Lakers.com aims to help bring fans closer to the team and energise the experience with more relevant content. The work involved user research and validation, identifying key areas of focus for the platform, identifying new commercial opportunities, and establishing a new design language in collaboration with Lakers' in-house team. This resulted in re-framing the presentation of the team, introducing a new expression of the brand, a restructure and simplification of navigation and information, upgrading the technical architecture, and a long term roadmap.
ABOVE: HOMEPAGE TAKEOVER & GAME CONTENT
The takeover block is used for key moments in the season to create drama and excitement for return visitors, while the game block serves as hero content on and around game days.
ABOVE: INTERACTIVE EDITORIAL
Shown are concepts for rich and interactive editorial pieces. For a team with a rich history, and high cultural relevance, these concepts aim to elevate the storytelling for the past, and present key moments. The art direction took inspiration from Dr. Buss being the first to introduce a theatrical like experience in the arena by dimming the lights and placing a spotlight on the court. Imagery also serves to elevate the players by showing them in a 'larger than life' format for drama and impact.
The platform is deeply integrated with a league-wide architecture mixing information and content from the NBA with content created by the Lakers' teams.
The schedule showcases contextually relevant actions based on the location, league, and commercial partner requirements. A new concept aims to build anticipation and simplify the fan experience by providing users information about the game and opponent, and for those attending the game some more practical information about getting to the arena, the area itself, and things to do in the arena complex.
In collaboration with Laker's in-house team, we worked on a new direction for how players are represented both visually and with respect to the messaging and player data.
ABOVE: STATISTICS AND VIDEO CONTENT
White and black backdrops are used intentionally to enhance moments of excitement and moments of utility.
ABOVE: DAILY ARTICLE
Daily articles have an elevated feel with concepts for contextualising information and augmenting stories with varying types of relevant information.
ABOVE: MOBILE VIEWS
A small sample of mobile views of the work.