LAL 24-25 Season Creative — Shina Kim-Avalos

Los Angeles Lakers 2024–2025 Season Campaign

The 2024–25 season introduced Signature Lakers, a refreshed visual direction designed to feel bold, modern, and unmistakably Lakers. I led the integration of a new primary typeface, Wayfinder, which became a defining and energetic element throughout the season. The color strategy leaned more heavily into gold, including the introduction of a brighter, more assertive tone that brought renewed vibrancy while maintaining brand equity.

Beyond the aesthetic evolution, I developed a comprehensive campaign style and asset guide that empowered the broader creative team to execute at scale across all 82 games. The system was built for both consistency and agility, allowing us to react in real time to the basketball while also creating space for deeper narrative and storytelling moments throughout the season.

NBA Schedule release marks the beginning of the season and creates a lot of excitement for the season ahead. For the 24-25 season, I opted to integrate matchups into visuals of the city to celebrate the moment as city-wide news.

This visual device successfully created anticipation and drew a strong visual line between the team and the city it represents.

The Trade that broke the internet.
An unprecendented roster announcement called for a quick-turn suite of assets (including a jersey swap) to welcome new superstar Luka Dončić to the Lakers. The previously established design identity allowed me to keep the moment turn-key and efficient, while still disrupting channels with a high-impact graphic. Total impact: +64Million views.

All-Star 2025 was an opportunity to evolve our existing design system into something more expressive and player-focused. The concept centered on basketball as pure art; positioning the league’s top talent as masterpieces on display.

Ornate gold frames, painterly textures, and classical art motifs transformed the visual language into a curated gallery experience. The result elevated All-Star from competition to exhibition, celebrating individuality, craft, and greatness in its most refined form.

“Unleash Joy” reframed the intensity of the playoffs through the lens of emotion. While postseason basketball is often defined by pressure and stakes, this campaign centered on the release; the eruption of energy, pride, and connection that only playoff moments can create.

The visual system leaned into bold movement, expressive typography, and dynamic compositions that felt uncontained and kinetic. Every execution was designed to capture that instant when tension breaks and joy takes over — transforming wins into shared, unforgettable celebrations.

skimavalos@gmail.com

2026

Index Next →