The Vegas Golden Knights’ debut marked Las Vegas’s first professional sports team, culminating in a historic 2017–2018 season that broke records and sparked citywide pride.
The feeling of being born of this place, shaped by the city’s grit, resilience, and individuality, became a defining theme in how we introduced the team to its home.
Contribution: Creative Direction, Art Direction, Graphic Design
I provided art direction in the development of the Golden Knights' original visual tone, a brand look that balanced grit with refinement.
Alongside that look and feel, we also created the Vegas Born tagline, a sentiment that continues to anchor the team’s identity and emotional connection to the city.
Meeting and connecting with the players was an experience. Each person each brought their own energy, presence, and personality to the frame.
In October 2018, Las Vegas was shaken by a tragedy that deeply impacted the entire community. The Golden Knights stood with the city, representing Las Vegas with care and strength.
We were grateful that the creative assets we had developed could be used to express solidarity, empathy, and compassion.
Alongside developing the Vegas Born tagline and look, we pursued brand partnerships with brands like Lamborghini Las Vegas and proposed collaborations with Harley Davidson to create strategic connections between the team and the city’s culture.
Some ideas came to life, while others remained part of a larger vision, all reinforcing the Golden Knights’ place in Las Vegas culture.
In 2023, the Vegas Golden Knights became Stanley Cup champions. It was a milestone moment for both the team and the city.
Grateful to have played a role in helping establish the standard and visual tone that continues to resonate as part of the team’s identity.
Forever Vegas Born. Go Knights Go.