Brand Design

City of Valley Village Rebrand

Nestled in the East San Fernando Valley, Valley Village is a city suited for people of all stages of life. From young adults looking to break out to established families who want to raise their kids, opportunity awaits everyone here. Key locations include Los Angeles Valley College and the Great Wall of Los Angeles.

For this rebrand, the focus was to capture the community-oriented spirit of Valley Village in order to make people feel at home. Following the initial rebrand, we then used these elements to drive a campaign that encouraged people to move here, along with a city beautification campaign.

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Overview

Previous Assets

Brand Reveal

Brand Applications

Outcome

Previous Assets

This logo was a bit too busy, making it hard to convey information to its audience. However, I found the colors to match each other rather well and wanted to keep that as the logo's basis, as this green maintained the tranquil, natural atmosphere of this city.

Brand Reveal

The new proposed logo includes a combination of people-like figures and flower forms, combining them to create the idea of growth and community in both a natural sense. Our primary figure in the logo simultaneously represents both the growth of the individual in their community, representing a flower in bloom.

Brand Applications

The city's tone of voice is friendly, welcoming, and uplifting. As such, our deliverables showcase people enjoying themselves in social settings, bright, sunny days, and a very natural feeling.

Branded deliverables expand across clothing and city utilities, including a campaign to encourage and maintain city beautification.

Keep Valley Village Beautiful!

As a part of the "Keep America Beautiful" program, which promotes city beautification and trash responsibilities. Their goal is to create cleaner, greener, and more beautiful communities across the country. As a part of this campaign, city officials encourage their residents to keep the city clear with beautification initiatives and group cleanup events.

The city's campaign slogan, which they say with pride, is "Respect Your City - Keep it Pretty!"

Outcome

A fully realized brand kit and marketing campaign evolved from this project, both with the goal of celebrating this small but mighty community. This included a brand kit and designed assets for letterheads, apparel and public utilities.

Insight

Strengthening cultural and emotional ties to a city is what makes it a thriving community. This project was about celebrating pride, joy and growth in a local community and turning it into something bigger through additional campaigns in a way that still felt authentic to the San Fernando Valley as a whole.