LA Original - "LA Original"

72andSunny

72andSunny Los Angeles, United States

Awards

7898

Brand: LA Original
Country: United States

Advertiser: Mayor's Fund For Los Angeles

Title	LA Original
Brief	Los Angeles has undergone a creative renaissance. Art, music, food, fashion and tech are booming. The agency partnered with Mayor Eric Garcetti and the Mayor's Fund for Los Angeles to create the first ever cohesive brand for the city. Just two letters - L and A - form a dynamic logo that can showcase and inspire LA creativity. The space between the letters comes to life when filled with the people, places and things that define LA.
Agency	72andSunny
Campaign	Space to Create
Advertiser	Mayor's Fund For Los Angeles
Brand	LA Original
Posted	November 2018
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	LA Original, a pilot program of the Mayor’s Fund for Los Angeles in partnership with the Mayor’s Office of Economic Development, was developed to celebrate LA as the creative capital of the world.LA Original provides a platform to showcase our diverse makers and promote locally designed, assembled, or manufactured goods through a line of LA-branded products from across Los Angeles — with proceeds supporting creative entrepreneur programs.
Media Type	Packaging, Branding & Design
Executive Creative Director	Matt Murphy
Executive Strategy Director	Kelly Schoeffel
Brand Director	Danielle Gard
Brand Manager	Danielle Rivera
Designer	Robert Nakata
Designer	Peter Reid
Creative Director	Garrett Jones
Creative Director	Ben Hodgin
Copywriter	Peter Hughes
Copywriter	Tyree Harris
Designer	Andy Lam
Designer	Kwaku Beke
Designer	Alex Cannon
Chief Production Officer	Tom Dunlap
Production Company Producer	Marisa Wasser
Production Coordinator	Juliana Polidor
Advertising Manager	Rashi Talati
Advertising Manager	Kallie Halbach
Advertising Manager	Chris Profeta
Advertising Manager	Kelsey Buehler
Production Company	Hecho Studios