Daniel Gold
Daniel Gold
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Los Angeles Lakers

Design work done at SME Branding to help the Los Angeles Lakers entice free agent talent to sign with them. The Lakers were told they lost Dwight Howard in free agency because he didn't think the team was concerned enough about his personal brand, and they wanted to fix that oversight going forward. 

The philosophy of the campaign was to leverage not only past Laker greats but also celebrity talent and non-basketball athletes to demonstrate how powerful and special LA can be for an individual's brand.

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