Los Angeles Lakers
Amiga Studio Rebrand
Stationery
REI Co-op
Lululemon
MIXWELL
CareCredit
Outshine
Panda Express
NOS Energy
CA Tobacco Control: Flavors
About
Connect
Experience
Los Angeles Lakers
Amiga Studio Rebrand
Stationery
REI Co-op
Lululemon
MIXWELL
CareCredit
Outshine
Panda Express
NOS Energy
CA Tobacco Control: Flavors
About
Connect
Experience
For the 2023–24 season campaign, I set out to reimagine the team’s signature color palette, using it in bold, dynamic ways that helped the content cut through the noise while still feeling true to the brand’s iconic identity. The approach leaned into richer uses of gold and high-contrast applications of purple to create a look that felt both elevated and unmistakably Lakers.
Beyond the visual direction, I developed a flexible design system that could scale across the entire season’s cadence of content and storytelling. The system was built to adapt to key milestone moments throughout the year, including statue unveilings, the In-Season Tournament, record-breaking performances, and playoff pushes. This allowed each moment to feel distinct and celebratory while still adhering to the overarching design language. The balance of consistency and flexibility enabled the creative team to produce high volumes of content throughout the season while maintaining a cohesive and recognizable visual identity.