What is Los Angeles’ brand? Los Angeles stands as a global leader from food to fashion to philanthropy, from the arts to architecture to education, from technology to theme parks, and from winning sports teams to—of course—movies, television and music. Many of the most innovative and entrepreneurial individuals on the planet call Los Angeles home because it uniquely provides a space to create.
Brand LA is a Mayor’s Fund for Los Angeles initiative developing communications programs and events that showcase L.A. as the epicenter of creativity and innovation, a global city to work, live and play in. Brand LA led the marketing and social media communications for Why Lucus in LA? in 2014.
The Fund’s Brand LA initiative also partnered with the Mayor’s Office of Economic Development to launch LA Original, a pilot program to showcase our diverse makers and promote locally designed, assembled, or manufactured goods through a line of LA-branded products from across Los Angeles. With more than 20 companies and retailers involved in the LA Original pilot program, support from the local advertising firm 72andSunny, and product line development from CAA/Global Brand Group, products will be available for purchase at a pop-up shop at the newly redesigned Westfield Century City (October – December 2017), at the Library Store at the Los Angeles Public Library Central Library (starting mid-October), and online through www.laoriginal.com.
MFLA has a licensing arrangement with al LA Original partner designers and manufacturers. All proceeds from the LA Original pilot program received by the Mayor’s Fund for Los Angeles will go to supporting the Downtown Women’s Center’s “Made by DWC” program that teaches job training and maker skills to women transitioning out of homelessness.
LA Original intends to support a variety of programs for LA’s creative entrepreneurs and manufacturers in the future.