The New NFL Club Slogan for the Los Angeles Chargers “LA FAMILIA”.
The goal was to develop some visual assets and merch for the Chargers’ Hispanic Heritage game. During the process, I designed "LA Familia", incorporating the Chargers’ "LA" logo. One of my key brand directives upon joining the team was to elevate the use of the "LA" mark in creative executions.
During the game, the design caught the attention of upper management, who saw its potential beyond a one-time activation. What started as a design soon sparked conversations about making LA Familia a core part of the team’s identity. After some internal discussions, we positioned it as a new rallying cry for the organization and its fans.
I loved this evolution for a few reasons:
• It directly speaks to the Chargers' Latino fanbase—the largest percentage in the NFL.
• "Familia" embodies the culture of Los Angeles, where community and loyalty run deep.
• It had the potential to resonate across the Chargers organization—players, staff, and fans alike.
We submitted LA Familia to the National Football League (NFL) as an official Los Angeles Chargers slogan—and it was trademarked and added to the official brand assets.
The goal was to develop some visual assets and merch for the Chargers’ Hispanic Heritage game. During the process, I designed "LA Familia", incorporating the Chargers’ "LA" logo. One of my key brand directives upon joining the team was to elevate the use of the "LA" mark in creative executions.
During the game, the design caught the attention of upper management, who saw its potential beyond a one-time activation. What started as a design soon sparked conversations about making LA Familia a core part of the team’s identity. After some internal discussions, we positioned it as a new rallying cry for the organization and its fans.
I loved this evolution for a few reasons:
• It directly speaks to the Chargers' Latino fanbase—the largest percentage in the NFL.
• "Familia" embodies the culture of Los Angeles, where community and loyalty run deep.
• It had the potential to resonate across the Chargers organization—players, staff, and fans alike.
We submitted LA Familia to the National Football League (NFL) as an official Los Angeles Chargers slogan—and it was trademarked and added to the official brand assets.
• brand strategy
• creative direction
• art direction
