diane lieu
brand strategy + visual storytelling
Mayor Garcetti's "LA Original"

Mayor Garcetti's "LA Originals"

Branding, Art Direction

Mayor Garcetti's "LA Original"

Mayor Garcetti's "LA Original"

When the Mayor Eric Garcetti's office reached out to Hedley & Bennett and asked us to be a part of their "Made in LA" showcase, I knew this was an opportunity to pen our hometown a love letter in the form of an apron design. I led the H&B Collaborations & Design team to create something that was subtle but memorable. It needed to both catch the eye of tourists and be a wink and a nod to LA natives.

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 The idea was to create capture the pulse of the city and incorporate the industries that make the city what it is: tourism, food, science, and entertainment.

The idea was to create capture the pulse of the city and incorporate the industries that make the city what it is: tourism, food, science, and entertainment.

 By utilising distinct Los Angeles iconography, lead designer  Ryan Aquino  and I jammed out a design that we felt showcased the best of what LA had to offer. The two colourways reflected two of LA's most beloved sports teams and the placement of the design was meant to make the apron both a collector's item while keeping it utilitarian.

By utilising distinct Los Angeles iconography, lead designer Ryan Aquino and I jammed out a design that we felt showcased the best of what LA had to offer. The two colourways reflected two of LA's most beloved sports teams and the placement of the design was meant to make the apron both a collector's item while keeping it utilitarian.

 Once the design was completed, I worked with the creative team behind the LA Original campaign to brand, market, and merchandise the product.

Once the design was completed, I worked with the creative team behind the LA Original campaign to brand, market, and merchandise the product.