Lakers Preseason 2016
AEG Worldwide is responsible for promoting each Los Angeles Lakers preseason game played at their Los Angeles and Las Vegas venues. AEG Marketing supplied the tagline “New Team, Same Dream,” and I was tasked with creating the design. With Kobe Bryant retiring last year, the Marketing team wanted a design that highlighted the Lakers’ new coach, Luke Walton, and their young standout players, Brandon Ingram and D’Angelo Russell. They wanted something similar to the Kardashian image—boxy, strong, simple, and clean—with all players equally represented visually.
Using the Lakers alternative “L” logo, I created slanted containers to add forward motion, symbolizing the new beginning. Also, because the containers were derived from the Lakers logo, a subtle theme of unity was created and reinforce the “New Team”. To complete the “New Team, Same Dream” I created a background using a Photoshop cloud brush to reveal the Lakers championship banners.
Jeanie Buss, President of the Los Angeles Lakers, liked this so much she used it on her own social media accounts to promote the 2016 preseason.
AEG Worldwide, AEG Marketing, Los Angeles Lakers
Art Director + Designer
Concept Sample From Client
AEG Marketing supplied us with this example of a boxy, strong, simple, and clean design. And wanted something similar, to be used with their slogan "New Team, Same Dream."
Using the Lakers alternative “L” logo, I created containers for the new coach and players images. This created a concept of Laker unity with the players contained in pieces of the L.
Using a Photoshop cloud brush, I created a dream-like texture over an image of the Championship banners. This finished off the “New Team, Same Dream” concept.
With a high dynamic range filter, detail and drama were added to create a sense of intensity. A purple overlay used to create unity within the images.
The final build for the Lakers preseason marketing key art. This was then used to reproduced print, digital and experiential collateral.
Final promotional key art for the Los Angeles Lakers 2017 preseason.
We had to create individual key art for each venue and each game. Once this was approved, I used this design to create miscellaneous print, digital and experiential collateral.
Advertising outside of T-Mobile Arena in Las Vegas
One of the Lakers biggest preseason games was at one of AEG's newest venues, T-Mobile arena against the Golden State Warriors.
Social Media advertisements
Jeanie Buss, President of the Los Angeles Lakers, personal social media account.
Various Print, Digital, and Experiential Collateral
Website homepages, Billboards, and Outdoor Signage