Branding an Olympic Movement for Youth Sports Equity
City of Los Angeles
LA Rec & Parks
Brand Identity Design
Marketing Asset Design
PlayLA is a radically inclusive athletic movement, setting the foundation for young Angelenos to attain their best selves. Led by a joint-collaboration between the LA28 Olympic and Paralympic Games, the City of LA Department of Recreation & Parks, and Mayor Eric Garcetti’s office, PlayLA eliminates economic barriers to expand opportunities for youth of all abilities to access quality sports from their local neighborhood recreation center.
The program reflects Mayor Garcetti’s commitment to a healthier Los Angeles ahead of the LA28 Games and reinvests funding toward facilities into giving every kid the opportunity to be active and know the joy of teamwork.
LA Parks, the steward of this iconic sports equity program, approached to develop a name, brand strategy, and visual identity that truly champions this empowering vision.