🏀 Hollywood Dodgers LVI Tournament 2023

Merging Culture, Community, and Competition

Role: Lead Designer
Client: Hollywood Dodgers Basketball Organization
Scope: Event branding, apparel design, poster design, social media assets
Tools: Adobe Illustrator, Photoshop, InDesign

Project Overview

The Hollywood Dodgers Las Vegas Invitational (LVI) is more than just a basketball tournament — it’s a cultural homecoming for the Asian American basketball community, bringing together teams, families, and alumni from across the West Coast.

For the 2023 tournament, the creative challenge was to design a fresh visual identity that balanced Asian cultural influences, Las Vegas energy, and basketball spirit — all while appealing to both youth divisions and long-standing supporters.

The design needed to be bold yet timeless, energetic yet respectful, and unifying across generations.

Design Strategy

The concept aimed to celebrate the community’s shared heritage and competitive spirit through a cohesive visual system.

Key goals included:

  1. Cultural Symbolism – Honor Asian American roots with subtle nods to traditional patterns and motifs.

  2. Vegas Energy – Channel the vibrant lights, excitement, and spectacle of Las Vegas.

  3. Sporting Spirit – Maintain an athletic, dynamic tone that resonates with players and fans alike.

  4. Intergenerational Appeal – Ensure the design feels inclusive and authentic to all age groups.

The final direction drew inspiration from vintage tournament posters and modern sports branding, creating a hybrid identity that felt both nostalgic and contemporary.

Design Thinking

Visual Hierarchy:
A bold tournament logotype anchors the composition, supported by secondary shapes and motifs inspired by basketball seams and Las Vegas neon geometry. The design layers color and form to suggest motion, excitement, and unity — echoing the rhythm of the game.

Color Psychology:
A balanced palette of royal blue, scarlet red, and gold was used to convey tradition, competition, and celebration.

  • Blue for trust, heritage, and community.

  • Red for energy, intensity, and cultural pride.

  • Gold for victory and prestige.

Typography:
A condensed sans-serif typeface establishes strength and readability across applications, while subtle linework references the clean precision found in Japanese graphic systems. The typography reinforces both discipline and movement — reflecting the duality of the sport and its players.

Symbolism:

  • Basketball lines integrated into circular motifs reflect unity and competition.

  • Abstract starbursts subtly reference Las Vegas signage and excitement.

  • Layered arcs mirror the trajectory of a basketball in motion, representing teamwork and aspiration.

Outcome & Impact

  • The updated design drew enthusiastic feedback from organizers and attendees alike for capturing both cultural authenticity and modern energy.

  • Merchandise and apparel saw higher engagement compared to previous years, particularly among younger participants.

  • The visual language established a foundation for future tournament branding, influencing the evolution of the 2024 LVI identity system.

Reflection

This project reinforced the importance of design as cultural storytelling — how thoughtful visuals can unite generations and strengthen a community’s identity.
By fusing heritage, athleticism, and place, the 2023 Hollywood Dodgers LVI identity became a symbol of pride, connection, and celebration.