As the marketing and communications partner for the City of Los Angeles’ Economic Workforce Development Department, I led the development of branding and messaging for the Legacy Business Program (2023 and ongoing). With input from stakeholders and focus groups with business owners, our goal was to promote and induct businesses that have been in operation for twenty years or more into the program.
Being a Los Angeles native, this project held personal significance for me. I created a brand style guide, a comprehensive marketing plan, and a suite of assets, including a community partner toolkit, presentation deck, brochures, promotional materials, social media graphics, and digital ads. This strategic marketing approach was designed to resonate with owner-operated small businesses, using targeted messaging informed by direct feedback from the community.
OVERVIEW
With input from the Economic Workforce Development Department’s stakeholders, we developed the brand identity, key messaging, a strategic paid and earned media plan, and community outreach tactics for the launch of the City of Los Angeles’ Legacy Business Program. As the marketing and communications partner for this initiative, our campaign was crafted to raise awareness and encourage eligible businesses—those operating for twenty years or more—to apply for the program. The goal was to connect these businesses with a suite of benefits and resources designed to help them sustain and grow their operations.
RESEARCH
I conducted a series of stakeholder focus groups with Economic Workforce Development Department’s leadership, business owners, and community partners to gauge program perception, understand key messaging needs, and assess direction for the visual brand identity. The research pointed to the key benefits that are most important to business owners and the most impactful language for conveying key messages. We conducted five informational webinars with business owners (including live Korean and Spanish interpretation) and two training sessions for the City of Los Angeles Business Source centers. For the visual side I wanted to reflect the rich history of Los Angeles and for a recognizable aesthetic that goes beyond the past 20 years.
APPROACH
Using the collected stakeholder feedback, I synthesized the essential messaging needs and developed a comprehensive messaging guide that included key program features, benefits, concise talking points, and an FAQ section. I also created the visual branding, including a primary logo, favicon, typography, secondary logo design elements, and a cohesive color palette, all documented in a brand style guide.
To support the campaign, I produced a range of creative assets, including social media templates, digital ads, flyers, newsletters, and brochures in English, Spanish, and Korean. These assets were made easily accessible to partners through downloadable links, allowing them to effectively share program information with their communities.
LOGO CONSTRUCTION
The logo visually bridges Los Angeles's rich history and vibrant future, projecting a sense of enduring success and resilience.
LEGACY BUSINESS
A deco-Inspired typeface for the program's name, emphasizing clean lines, bold geometry, and a touch of sophistication.
ANGELIC BLUE
WHITE
BLACK
LA - LETTER MARK
Incorporating a modern, bespoke typeface for the ‘LA’ as a focal point of the Logo. The curved lines and distinct characters contrast to the Art Deco wings, creating a harmonious blend of past and present. These letter marks can also be extracted and used as a smaller logo.
WINGS
A pair of symmetrical, stylized wings inspired by the Art Deco movement. These wings exude a sense of elegance and timelessness, with geometric patterns reminiscent of the iconic architecture of Los Angeles.
COLORS
The color palette captures the vibrant essence of Los Angeles with an Angelic Blue, White, and Black motif to convey timeless elegance with maximum accessibility.
REACTION
The Logo and Brand Guidelines were enthusiastically received, empowering the department to expand and recruit businesses across Los Angeles. Stickers and window clings featuring the Legacy Business logo have become a source of pride and achievement throughout the city. The program has shown steady growth, with a remarkable 187% increase in traffic during the final month of the year-long initiative.
Currently, the program boasts approximately 165 applications. Social media engagement has been strong, with a 95% engagement rate on Facebook, 20% on Instagram, and 19% on LinkedIn. Earned media coverage, particularly in Korean-language press, reached over 17,900 views. To date, we’ve achieved 7,950 weblink engagements, over 398,500 social media impressions, and 371,855 views and impressions across digital publications. The program is ongoing, continuing to build momentum and community support.