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SL ’22



Los Angeles Lakers
Refreshing an Icon


        The Los Angeles Lakers were looking to connect with a new generation of fans and required a refresh of the brand and Lakers.com platform.
        The new Lakers positioning connects the team with fans both on the court and in the lifestyle, expressed in the statement “Bigger than basketball”.
        This led to an overhaul of content and messaging to be more balanced, and a shift from reporting to storytelling; sharing the journey, the trials and the successes in more detail.

Role
Creative direction, user experience, design

Team
Olle Larsson, Florian Root, Jennifer Pereira, Arvid van Kasteel, Kasper Kuijpers, Valerie Fuchs, Dodi Rataya, Viet Hoang

An evolution of the brand expression modernises the look, and places the brand more seamlessly in fans' lifestyle. The look is driven by dynamic compositions with bold and expressive typography.
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. 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.
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