Los Angeles Kings

The LA Kings are one of the NHL’s most renowned franchises — and their identity is inseparable from the city they represent.

I dove into the team’s current visual identity and archival materials, feeling that their social presence should feel louder, grittier, and more expressive without losing what already works. The goal was evolution, not reinvention.

The art direction is a “love letter” to Los Angeles, written in spray paint. Each design draws on 1990s LA culture while embracing the grunge aesthetic. Editorial-style layouts, clashing graffiti-inspired typography, and layered textures channel the city’s creativity, attitude, and edge. Together, this concept reinforces the bond between the Kings and LA and acknowledging the grit they both possess.