With 84 neighborhoods and no center, Los Angeles defies the typical definition of both a city and brand. We were tasked by Mayor Garcetti to create a brand platform that helped LA claim its place as the creative capital of the world. The result was LA Original, a new brand and product line that highlights and supports LA's creative culture -- made in collaboration with local creators including Grammy-winning artist Kendrick Lamar; designer Maya Brenner; chef Roy Choi; artist Shepard Fairey; and 20+ others. The brand was launched with an integrated campaign including film, OOH, and social. Inspired by the truth that LA gives you space to create -- the logo is a wide-open canvas for creativity, providing freedom for self-expression and experimentation. LA Original creates a stage to elevate the people, places and things that define LA, as well as an invitation to fill LA with your creativity.