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My LA2050 Activation Challenge

$1 million to activate 100,000 Angelenos to change the future of LA.

 

campaign design + visual branding

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Change is local.

In 2018, LA2050 launched the My LA2050 Activation Challenge, a $1 million open call for proposals that will activate 100,000 Angelenos to make LA the best place to learn, create, play, connect, and live. With digital and in-person outreach, LA2050 reached thousands of LA residents to submit their activation campaigns.

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With heavy emphasis on historical photography, bold colors, and aspirational language, I created the visual brand for this year's challenge.

 
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When Angelenos act locally, they make history.

To help inspire our prospective applicants, we looked at five  movements in LA history where normal people came together to advocate for change. I created a set of five 1-minute videos to share on social media, and for a culminating celebration of the Activation Challenge. 

 
 
 
 

Accompanying these videos, I created graphics for our #AwesomeAngelenos campaign, elevating significant leaders and advocates within the five featured movements. 

 
 
 
  Our signature promotional tote bag, featuring our signature tagline: change is local.

Our signature promotional tote bag, featuring our signature tagline: change is local.

  Illustrated examples of ways to "activate."

Illustrated examples of ways to "activate."

These activations will engage 100,000 Angelenos to make a specific, tangible impact on one of the LA2050 goals and metrics by 2020.