+ City of LA Recreation & Parks
Branding an Olympic Movement for Youth Sports Equity
Our roles
Overview
PlayLA is a radically inclusive athletic movement, setting the foundation for young Angelenos to attain their best selves. Led by a joint-collaboration between the LA28 Olympic and Paralympic Games, the City of LA Department of Recreation & Parks, and Mayor Eric Garcetti’s office, PlayLA eliminates economic barriers to expand opportunities for youth of all abilities to access quality sports from their local neighborhood recreation center.
The program reflects Mayor Garcetti’s commitment to a healthier Los Angeles ahead of the LA28 Games and reinvests funding toward facilities into giving every kid the opportunity to be active and know the joy of teamwork. LA Parks, the steward of this iconic sports equity program, approached Pastilla to develop a name, brand strategy, and visual identity that truly champions this empowering vision.
The program reflects Mayor Garcetti’s commitment to a healthier Los Angeles ahead of the LA28 Games and reinvests funding toward facilities into giving every kid the opportunity to be active and know the joy of teamwork. LA Parks, the steward of this iconic sports equity program, approached Pastilla to develop a name, brand strategy, and visual identity that truly champions this empowering vision.
“We seized an unprecedented opportunity during our bid for the Games to bring an historic community investment to Los Angeles, and the best part is we don’t have to wait until 2028 to see the benefits. – Los Angeles Mayor Eric Garcetti.
Pastilla collaborated with LA Parks’ 123+ recreation centers and 450 parks to gain an understanding of the diverse offerings and communities they serve. These listening sessions helped position our brand as an innovation in the ways cities equip the public.
As a city, LA has a vibrant personality that’s expressive and diverse – from its art scene to its people. The visual system draws influences from LA’s colorful aesthetic and draws characters from LA’s kids, who come from different backgrounds and get their play in creative ways.
Whether kids are new to joining sports or new to the neighborhood, we wanted the colors and illustration style to get them excited about being involved. We custom designed a full icon set to reveal the new Olympics and Paralympics-inspired sports being offered through LA Parks, including sitting volleyball and skateboarding (but, no fire involved). The movement and angle of the icons all move in the same direction, mirroring the program’s goals of unity and community.
Our messaging strategy process produced the tagline, “We’re All In!,” that showed on every piece of event collateral and cross-partner promotions. “We’re All In!” is about uniting the world beyond the LA28 Games. Every community from every country will feel stirred to prioritize the health and success of our future generations.
Our naming process was laser-focused to uncover 375+ names centered on character-building over competition.
We tested names in different environments and visual applications, and also with kids! The top choice was clear: PlayLA, a name that connotes inclusive, healthy activity.
+ Awards
Anthem Award
2023
MarCom Gold Award
2022
