LA Original

The City of Los Angeles

We partnered with The City of Los Angeles to stake LA’s claim as the world’s creative capital. Together, we designed a logo and program that celebrates our city’s dynamic creators, brands and manufacturers, while raising money to support creative entrepreneurs in underserved communities in Los Angeles.

The logo

The LA Original logo itself represents a canvas for creativity and an invitation for collaboration
—it comes to life when filled with the people, places, and things that define LA today.

Launch Films

We started the campaign with 2 launch films to introduce the logo and brand to the world.
Kendrick was humble enough to let us use his track… humble.

OOH

We then set out to put our campaign all around Los Angeles.
From LAX to shopping malls to the streets of LA.

Pop Up Shops

To launch our products, we opened up pop-up shops around the city.
Products are also sold online at laoriginal.com

The Gift of Unity & Friendship

Mayor Garcetti gave the skateboard that I designed to Mayor Sadiq Khan of Paris at the two-day summit of the C40 Cities initiative, a network of cities making plans to cut planet-warming greenhouse gas emissions along levels agreed upon in Paris.

Reflecting on 2017

Our project was one of the defining moments in LA in 2017.

Awards & Recognition
Andy Awards / Craft - Gold
Webby Awards / Integrated Campaign - Nominee
Art Director's Club / Branding, Logo - Silver
One Show / Cross-Platform, Art Direction - Gold / Design, Logo - Merit
AICP Show / Design - Winner
thinkLA Awards / Best Visual Campaign - Winner / Campaign of the Year - Finalist 
Cannes Lions / Industry Craft, Brand & Communication Design -Shortlist / Film, Travel - Shortlist
Campaign I&C Awards / Top 20 - Winner
Clio Music Awards / Use of Music - Silver
Epica Awards / Grand Prix Design in Brand identity