The Client
LA Parks & Rec
The Project
Branding "Everything Under the Sun" for LA Parks
The Role
Design Services
Creative Services
Overview
How do you unify a brand that’s truly everything under the sun – from tennis courts to hiking trails to even its own aquarium? That’s been the challenge for LA Rec & Parks, which for decades has served Angelenos with affordable activities and scenic attractions. Pastilla was tapped to create a scalable solution. With over 123 recreation centers and 450 parks, such as Griffith Park and Echo Park, we knew creating a strong visual system would help create better recognition and cohesion. We assembled a team of diverse, multilingual creatives that could speak to the vibrant communities of LA and hit the park ground running.
The system pays homage to LA’s brightest asset: The Sun.
Suns are a repeating symbol throughout the system, beaming through as patterns, circular typographic layouts, or through more playful cues in photography such as a basketball hoop or burger patty on a park grill.
Creating a Unified System
A series of scalable templates, toolkits, and brand training videos now brings harmony across the organization, and allows each facility and activity the opportunity to infuse their sunny individuality.
