The Social District South Park LA Rebrand
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Overview
We partnered with South Park BID to develop a comprehensive identity transformation strategy that united diverse stakeholders and repositioned a downtown brimming with opportunity as a vibrant social hub with clear purpose and direction.
The Challenge
South Park suffered from a fragmented identity—its organization name created confusion, while physical and perceptual barriers divided entertainment venues from residential areas. The district needed more than a new logo; it required a comprehensive identity strategy to unite diverse stakeholders, combat negative downtown narratives, revitalize local businesses, and establish the area as a destination ahead of LA’s upcoming global spotlight (World Cup 2026, Olympics 2028).
The Solution
We turned to the people who make up the South Park community to help define its true identity. Through stakeholder interviews, community workshops, and on-the-ground research, we uncovered the authentic social character that existed beneath the surface. This community-driven approach ensured the new identity wasn’t imposed from outside but emerged organically from those who live, work, and invest in the area. The Social District name and identity reflect the neighborhood’s actual function as a gathering place—celebrating its role as the intersection of entertainment, residential life, and commerce in downtown LA.
The Concept
Our approach centered on community revitalization through strategic identity transformation. We developed The Social District concept to bridge critical divides—between entertainment and residential areas, between diverse resident demographics, and between perception and reality.
The new identity system provides a foundation for economic development, stakeholder alignment, and neighborhood cohesion. By addressing both physical and perceptual barriers through consistent visual identity and strategic positioning, we created a platform for long-term community engagement and renewed investment.
Creative Direction
The perfected duality of modern urban living
As South Park grows in community, engagement, and investment it’s pertinent to create a distinct brand that builds positive awareness of the District’s livelihood and reimagines the perception associated with the area and it’s residents. The new brand should be clean, chic, and refined; evoking a fun and playful vibrancy, and incorporating elements that are unconventional and energized.
The Mark
Primary
The primary logo is comprised of a grid based rectangle housing the primary Social District wordmark and supporting South Park wordmark typeset in Alte Haas Grotesk. This logo is meant to evoke the feeling of a neighborhood block found on a map.
Modular
The future goal is for South Park become known as solely, The Social District.
With that in mind, we have accommodated for such change by creating a modular logo that can evolve with the neighborhood.
Segmented
The three blocks containing “South Park can be separated from anchoring social district mark. Thus, creating two distinct shapes that can be used to contain text and imagery.
The Colors
This color palette inspired by the textures and environment of South Park. Emphasizing duality in darks and lights that speaks to different tones and moods representative of a diverse community.
The Typography
Art Direction
In partnership with LA local photographer Jackie Beale we intend to highlight the people who make this community what it is.
Her work has an energizing playfulness, especially in the way she composes her subjects within the frame.
She incorporates textural elements that mirror back to our self-referential & architectural inspiration. And her style exemplifies an organic duality— her subjects are often captured small in the frame or very close up.
Application
South Park showcases the perfected duality of modern urban living— a true neighborhood of friends both visiting and staying alongside businesses and innovators creating a human-first community. Across the District, you’ll find immersive moments that rejuvenate, connect, and excite Angelenos and the world.
