Strengthening the classic basketball franchise’s relationship with their fans.

Los Angeles Lakers

Digital Flagship · Strategy ·Creative & Design · Technology

We refreshed Lakers’ digital strategy, brand design, and technical infrastructure.

In 2019, The Los Angeles Lakers started an initiative to strengthen their fans’ connection with the team through a revamp of their entire digital ecosystem.

Your Majesty was selected to lead the strategy, design, and development of a brand new

Serious about the game, crazy about basketball

Through a series of interviews and surveys, the following insight came to the fore: the new generation of basketball fans not only take their game seriously, but are also crazy about basketball—the sport, the fashion, the music, and the lifestyle beyond the court.

With this assessment, we developed a website strategy that blends basketball game data—scores, statistics, and standings—with the lifestyle that surrounds it—fashion, art, and music—to deliver a modern and relevant experience for fans.

Serious About The Game, Crazy About Basketball became the strategic statement.

Awaken a sleeping giant

Despite basketball’s zeitgeist defining power, its digital experience leaves room to be desired. Many basketball websites, at the time, still focused on announcing news—versus telling stories—and wear a “news anchor” aesthetic.

To mirror Lakers’ cultural prowess in the digital world, for the website, we develop a UX framework that emphasizes contextual story presentation and a visual language that evokes energy and enthusiasm.

“Your Majesty brought an incredible amount of strategic thinking and attention to detail throughout the process, and the Lakers website is now better for it.
Mitchel Holder – VP of Marketing at Los Angeles Lakers

Harnessing a legacy infrastructure

The Lakers website shares the same technical infrastructure as the rest of the NBA websites. In order to work within this requirement, at the same time, allowing flexibility for the new brand expression, we implemented our proprietary Technological Orchestration Layer.

This layer of coordination allows us to isolate parts of the site into Laker’s Brand CMS for customized elements while still making use of the various features that the legacy system offers.


  • The Lakers digital experience earned an NPS score of 48/50, 3 months after the full site launch.
  • The site roster page and team bio saw an increase of 26% in page engagement.
  • The average session duration on mobile increased by 13%.
  • The video-completion rate increased by 58%.
  • The bounce rate decreased by 10%.
  • Overall site load becomes 23% faster.

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Services & Outcomes

  • Brand Strategy
  • UX Strategy
  • Industry Positioning
  • Content & Creative Strategy
  • Brand Health Check
  • Interviews & User Testing
  • Launch and Product Strategy
  • Insight Mining & Synthesis
  • Prototyping & Analysis
  • Product Vision & Proposition
  • Road Product vision & Proposition
  • Roadmap & Go-To-Market
  • Business Model & Impact Forecast
  • Innovation Canvas
  • Collaborative Working Sessions
  • Art Direction
  • Creative Direction
  • Visual Design
  • Motion Design
  • Brand Design
  • 3D Design
  • 3D Animation
  • UI/UX Design
  • Motion Design
Data & Advanced Analytics
  • Data Analysis
  • Content & Analytics Audit
  • Expert Reviews
  • Site Performance Analysis
  • Custom Site Events
  • Quantitative User Research
  • Qualitative User Research
  • A/B Testing
  • Front-end Development
  • Back-end Development
  • WebGL
  • Content Management System
  • Localization
  • Systems Architecture
  • Functional Prototyping
  • DevOps
Content & Experiential
  • Animation
  • Live-Action Direction
  • Live-Action Production
  • Post Production
  • Installations
  • Quality Assurance
  • Deployment
  • Integration Support
  • Staff Training Support
  • Operation Maintenance