The Client
LA Parks & Rec
The Project
Play LA
The Role
Brand Identity Design
Launch Campaign
Marketing Asset Design
Experience Design
Advertising
Art Directing
Naming
Overview
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.
Olympians in the Making
A rally cry for a new generation of athletes—and a city where every kid gets their shot.
A Brand System Ready to Carry the Torch to 2028
With low recognition and a big Olympic goal, the campaign had to work fast. Kiosk videos featuring real kids at PlayLA events added authenticity and energy, showing the diversity of youth who belong in this program—regardless of race, ability, or background.
Amplifying What Makes PlayLA Great
From train wraps to kiosks, PlayLA’s Olympic spirit is now in motion—seen, felt, and celebrated by families across the city.
