The Chargers needed a brand refresh to redefine themselves in 2020 as they moved from San Diego to Los Angeles. The updates needed to reinforce the team’s new image as “So-Cal chill meets the electricity and excitement of football” while still remaining distinctly different from the glitz and glamour of the LA Rams. We positioned the Club as a fresher, more electric Chargers—embracing the heart of the City of Angels while respecting their roots in San Diego.