Gloria Molina Grand Park

Turning Up the Volume

The Challenge

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.

The Solution

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.