From October to January, we began the process of pitching, selecting and refining the Brand Identity of the 2025 Playoffs. Ultimately, we chose this direction. One that typifies a city in disruption, and a team that was hungry to make a deep run in the post-season. Incorporating stormy seas, glassy water, concrete, pipes, this campaign was meant to be an homage to all the things that make Los Angeles both beautiful and feared.