National hockey team produces a digital-first brand identity platform for home game fan engagement
![LA Kings](https://web-cdn-prod.levinriegner.com/la_kings_logo.png)
Promoted nationally on FOX Sports
Over 100,000 social impressions
Feature on NHL.com and the NHL App
![](https://web-cdn-prod.levinriegner.com/la_kings_tv.jpg)
![](https://web-cdn-prod.levinriegner.com/la_kings_tv.jpg)
Challenge
Face Off/Online
The L.A. Kings Hockey, with a long, rich history dating to 1967, wanted a digital brand identity to bring their families, friends, fans, and the local community together for the team's home games. The Kings brought in L+R to help position its brand and design a program that could live natively in the digital environment while activating the stadium for fans.
![](https://web-cdn-prod.levinriegner.com/la_kings_stadium_hue6846eb19c3787ef38a68b838ef6d924_1022154_2880x0_resize_q95_lanczos.jpg)
![](https://web-cdn-prod.levinriegner.com/la_kings_stadium_hue6846eb19c3787ef38a68b838ef6d924_1022154_2880x0_resize_q95_lanczos.jpg)
Solution
Technology-Enabled Design
Delving deep into the history of the L.A. King’s, exploring the current personality of the team, and understanding its future vision and direction, L+R created a brand strategy that fit hand-in-hand with the hockey team’s identity. It captured the nature of the ice sport, the warm-weather city, and the ethos of the devoted fan.
![](https://web-cdn-prod.levinriegner.com/la_kings_streaming.jpg)
![](https://web-cdn-prod.levinriegner.com/la_kings_streaming.jpg)
Impact
The Reality Check
The L.A. Kings successfully launched its brand and worked with celebrities such as Will Ferrell and Snoop Dogg as well as participated in a cross promotion with Star Wars. Hockey Night in LA's identity was broadcast on phones, connected TVs, live-streaming platforms, and amplified to millions over social media.
![](https://web-cdn-prod.levinriegner.com/la_kings_media_hu05df0387b05d0f8627de9b84562ecfe9_985061_2880x0_resize_q95_lanczos.jpg)
![](https://web-cdn-prod.levinriegner.com/la_kings_media_hu05df0387b05d0f8627de9b84562ecfe9_985061_2880x0_resize_q95_lanczos.jpg)