Brand LA + LA Original

Los Angeles is a creative capital for the entire world. Brand LA and LA Original showcase this city’s diverse makers and boundless creative energy.

L.A. is a city full of makers and artists: a global creative capital.

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 an MFLA initiative to showcase L.A. as an epicenter of creativity and innovation, a global city to work, live and play in. In 2014, Brand LA led the marketing and social media communications for Why Lucas in LA.

In 2017, Brand LA also partnered with the Mayor’s Office of Economic Development to launch LA Original, which showcases our diverse makers and promotes locally designed, assembled, or manufactured goods through a line of LA-branded products.

Involving more than 20 companies and retailers as well as support from local advertising firm 72andSunny, LA Original debuted at a pop-up shop at the newly redesigned Westfield Century City, at the Library Store at the Los Angeles Public Library Central Library, and online through a dedicated website. Proceeds from the pilot-phase of the LA Original program supported the Downtown Women’s Center’s “Made by DWC” program, providing job training and maker skills to women transitioning out of homelessness.

Going forward, LA Original will support a variety of programs for L.A.’s creative entrepreneurs and manufacturers.

For more information, go to: www.laoriginal.com.

Key Impact

15 million media impressions
$2.5million+ gross revenue
173,342 products sold
33 popups held

Issue Area

Economic Development

Partners

66 brand/artist partners
Mayor’s Office
Downtown Women’s Center

Programs Similar to Brand LA + LA Original

  • Boosting small business and entrepreneurship with private sector expertise and public sector reach by supporting Entrepreneurs-in-Residence annually with the support of EY.

  • Providing access to job, educational and recreational opportunities for youths aged 14-24.

  • Helping small local businesses survive the pandemic.

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