Los Angeles has undergone a creative renaissance, both culturally and economically. Art, music, food, fashion and tech are booming. Today, one in six jobs in LA are part of the creative economy, with more manufacturing muscle than anywhere else in the US. LA has become the new creative capital of the world, and it was time to claim this identity.
We partnered with Mayor Eric Garcetti and Mayor's Fund for Los Angeles to create a first-ever cohesive brand for the City of Los Angeles that represents our unparalleled creativity and diversity, while raising money to support our underserved creative community.
We launched LA’s new identity with the online film “Space to Create” featuring 50+ LA-based creative icons such as musician and Pulitzer Prize winner Kendrick Lamar, who also created the film’s backing track, "HUMBLE."; chef Roy Choi; architect Frank Gehry; jewelry designer Maya Brenner; artist and activist Shepard Fairey; LA Philharmonic conductor Gustavo Dudamel; among others.
And to reach a broad swatch of Angelenos and tourists, we canvassed the city with 400+ OOH placements and took over international and domestic terminals at LAX across 300+ screens, as well as logo-centric social content.
Additionally, we created LA Original—a lifestyle brand and diverse product line developed using the identity with proceeds supporting creative entrepreneurs in LA’s underserved communities. Pop-up retail around the city in locations like The Broad Museum, Ace Hotel and the newly opened Westfield Mall curated and sold 40+ custom LA Original products.