Kroenke Sports & Entertainment
The Guard
Strategy · Naming · Identity · Apparel · Art direction · Content
PROJECT AT A GLANCE
Year one: 10M+ video views · 100K+ social followers
CAMPAIGN FILM
01 / THE BRIEF
Kroenke Sports & Entertainment needed a Los Angeles gaming brand to unite LA Gladiators and LA Guerrillas, while fielding its own teams. We built the brief around belonging, unity, and stories fans could share.
02 / OUR APPROACH
The Guard means both a warrior and a collective. The split symbol combines a helmet with a castle, while an arrowhead sits inside the wordmark. Modern typography meets medieval imagery. Purple connects the existing teams; navy, white, and gold complete the palette. Marble gives the identity a texture that carries across teams, apparel, and content.
Strategy · Naming · Identity · Apparel · Art direction · Content
03 / WHAT WE DELIVERED
We developed the name, strategy, identity, character, apparel, and launch content. Match posters and films turned each opponent into a new chapter. The system reached from social feeds and merchandise to SoFi Stadium, with #StandGuard as its rallying cry.
A character fans could follow
The helmet became a character for match stories and community content. A Plat Chat partnership brought The Guard into skits and fan conversation.
Made to be worn
The jersey carries the identity’s vertical split. Team apparel and everyday merchandise bring the same visual language into fans’ wardrobes.
The identity in action
3D work: Sydney Malham
NEXT PROJECT ↗︎
Von Dutch Workwear
A workwear collection for FlyQuest and Von Dutch, from apparel design to the launch campaign.
