Gloria Molina Grand Park

Turning Up the Volume

The Challenge:

Grand Park was approaching its 10th anniversary. Nestled next to the Music Center and often eclipsed by LA’s sprawling Griffith Park (4,210 acres), this 12-acre downtown gem wanted a brand refresh that could boost visibility, energize visitors, and cement its place as a cultural destination.

The Solution:

We went straight to the source: the visitors. Intercept research gave us unfiltered insights that became the springboard for change. Based on those findings, we built a refreshed identity - new brand icons, a bold logo (plus a 10th anniversary edition), and the park’s first style guide. And when the park was renamed Gloria Molina Grand Park, we didn’t just update the look—we reimagined it again, keeping the brand as vibrant and dynamic as the park itself.