Overshadowed by nearby tourist attraction Griffith Park (4,210 acres), LA's vibrant, 12-acre Grand Park was approaching a milestone event – its 10th anniversary - looking for ways to drive both internal and external brand excitement. COVID had dramatically impacted park usage and the park was in need of a brand refresh.
First up, voice of the visitor research. We conducted intercept research to gather opinions, attitudes, and usage. With that learning we identified key brand icons, developed an all-new brand logo, a tenth-anniversary version, and the park’s first-ever brand style guide. When Grand Park changed its name to Gloria Molina Grand Park, we rebranded once again. The best place to start campaign development is typically with a dose of honest opinion.