Leave a Legacy
The Ask:
Craft a slogan and execute a playoff campaign that resonates with the current team and encompasses all of 2020.
Simply put, it was a season unlike any other. Marked with controversy oversees, the untimely passing of one of the franchise’s greatest legends, a global pandemic, and political unrest affecting an entire nation, the Los Angeles Lakers were on a quest to win an NBA championship (in an Orlando bubble) amidst what seemed like a never-ending series of challenges.
The reality was the Los Angeles Lakers were playing for much more than a championship. Some were playing for themselves; some were playing for their family. Others were playing for something much more.
Inspired by the words of the late Kobe Bryant, our 2020 Playoff Slogan, “Leave a Legacy” accomplished the ask — and more.
In developing a campaign mark, I had a realization. There are 17 players on this roster with 17 different voices, all of which have been given an incredible platform. In this case, the right answer wasn’t in a single logo, but 17 unique logos; a creative execution that had never been done before. The words “Leave a Legacy” were written out in each player’s handwriting—the NBA’s first ever-fluid identity system.
Credits:
J Alexander Diaz, Creative Director + Designer
Taylor Geas, Copywriter
Joey Ramirez, Digital Content Manager
Josh Williams, Video Producer
Remember.
As the team prepared for the next three months inside the NBA bubble, this introductory video to the Leave a Legacy campaign takes a look back at some of the moments our fans might have forgotten, and some of the moments our fans never will.
“LA is the land of opportunity. It’s as big or small as you want it be. What you get out of LA reflects what you put in. It’s the place where you can learn from the greats who came before you. And where you can continue their journey farther. It’s where you leave a legacy for the next generation of LA greats to carry on after you.”
— Kobe Bryant
Metro x Lakers
Our season long partnership with Metro Los Angeles continued throughout the playoffs, as we wrapped trains around the city in Lakers gold, proudly displaying our Leave a Legacy campaign slogan.
Top: 2020 Championship Ring, Courtesy of Jason of Beverly Hills | Bottom: Gustavo Zermeño, Jr., Mural Artist
