Los Angeles Lakers

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.

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.

See more at www.sheldonlotter.com