CLIENT

PlayLA

I created a strategy that united communities across Los Angeles for the LA28 Olympic Games.

The Challenge

PlayLA, in conjunction with LA28, set out to become a radically inclusive athletic movement, providing the foundation for young Angelenos to attain their best selves. Led by a joint collaboration between the LA28 Olympic and Paralympic Games and the City of LA Department of Recreation & Parks, PlayLA aimed to eliminate economic barriers and expand opportunities for youth of all abilities to access quality sports at their local neighborhood recreation center.

LA Parks, the steward of this iconic sports equity program, approached us to develop a name, brand strategy, messaging strategy, and visual identity that truly champions this empowering vision.

The Solution

I collaborated with LA Parks’ 123+ recreation centers and 450 parks in different capacities to gain an understanding of the diverse offerings and communities they serve. These listening sessions helped me successfully position the brand to equip the youth of our city.

My messaging strategy process produced the tagline, "We’re All In!", which appeared 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 future generations through these Olympics.