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LA Kings

Needing a fresh perspective on their brand, the LA Kings partnered with Soda & Lime. As Executive Creative Director, we successfully made every goal—from the simplest task as refining their brand style guide to creating complex and impactful season campaigns. 

Creative Director
LA Kings

About the Creative

Through constant design innovation and collaboration, we were able to elevate the visibility of one of the most successful NHL teams in the league. Go Kings Go!

Season Campaigns

Oversaw art and design production for 2015 & 2016 Season Campaigns

50th Anniversary

Created look-and-feel for 50th anniversary campaign and branding material

Streamline Design

Streamline of company-wide practices for creative delivery

Goals, Refined

Creation, oversight, and refinement of all organization logos and branding

Everything But The Puck

Oversaw print collateral creation ranging from small events, to Season Ticket holder materials

In-Person & On-Air

In-stadium and on-air graphic direction for all season campaign creative

50th Season Campaign

In 2017 The LA Kings celebrated 50 years of championship and heritage. To mark this historic occasion, a commemorative logo and subsequent campaign were created and launched to highlight the history and legacy of the Kings.

Logo Consistency

As the King’s AOR Creative Director, I was able to update years of untouched logos to adhere to best design practices and help unify the brand and its multiple extensions.

Play Video

AV & Motion

In addition to traditional print and campaign material, the Kings also required on-air graphics to show in-stadium, along with their online marketing and on-demand video platforms.


2016 Campaign Key Art

2017 Campaign Key Art

Various Collateral

Social Media

Extending each season’s campaign creative, multiple template packages were created for the LA Kings’ social team to use for pre-game, post-game, and overall seasonal social brand messaging to help drive awareness and fan participation. 

Hitting The Goal: In-Depth

Though a staple of Los Angeles for 50 years, the LA Kings required reinvigorating their current fan base, while reaching a new audience to increase day-of and season ticket holders.

The Challenge
Increase annual sales to Staple Center games by reaching new demographics, and encourage current Season Ticket Holders to renew.

The Plan
An overall refresh and unification of the LAK brand took place across all platforms. Re-thinking the Kings’ brand as an affordable, yet luxury entertainment experience. Logos, style guides, social media activations, and additional branded video content were crafted to invoke the Kings’ story and motivate fan participation and advocacy. All the while keeping decades of legacy in mind as to not alienate die-hard fans.

The Results
Through polished creative never before seen for the brand, the story of “We Are All Kings” resonated with fans. Seasonal Ticket Holder sales increased, with a retainment of the previous year. Also, day-of-game ticket purchases increased overall during the first-year campaign. The 2016-2017 season campaign attributed substantial revenue from 140M impressions, resulting in 179% ROAs.