Los Angeles Chargers Brand Positioning

I led the brand repositioning and visual identity update for the Los Angeles Chargers. The existing look leaned into classic California tropes—sunshine, surf, and a carefree style of play. My goal was to expand that narrative. By tapping into LA’s raw energy—drawing from skate culture, streetwear, and the grit of downtown—I redefined the brand to better reflect the city's edge and the team's aggressive identity on the field. The new direction balanced that toughness with the playful, bold spirit fans already knew and loved.