LukA

Self-initiated branding project explores the trade that brought Luka Dončić to the LA Lakers. The concept treats the signing as a huge cultural event for the NBA, highlighting the shock and scale of the trade. A playful narrative thread emphasises that Luka’s name already contains “LA,” symbolically linking him to the city and the franchise‘s legacy.

The visual system reinterprets the Lakers’ classic purple-and-gold identity through contemporary typography layered with stylized references to iconic LA landmarks.

The campaign assets—spanning announcement visuals, social-first content, and cinematic posters—blending sports heritage, city identity, and modern design to celebrate a defininf moment for in NBA history.