The Los Angeles Kings’ goal will always be to win the Stanley Cup.
Qualifying for the playoffs was an impressive box to check off for their 2017-18 season.
Once it was apparent there was a 99% chance they would qualify, I was tasked with quickly formulating a few key art concepts to celebrate their clinching of the playoff berth. The concepts would need to be used, not only for the initial celebratory announcement, but the look would need to be easily carried out through different channels throughout their duration in the playoffs.
Unfortunately, their journey ended and they didn’t make it past round one. Despite disappointment with their game performance, this campaign was an all-around success.
Shown here is a the main key art concept I created along with the digital banner executions I designed to be used to sell tickets to each of the four games of round one on axs.com.