Activating an iconic Los Angeles brand with the Olympic Games that inspired its origins
The Situation

The LA84 Foundation started out of an endowment created from the 1984 Olympic Games in Los Angeles. The Foundation operated for over two decades as under the brand “Amateur Athletic Foundation,” providing grants to organizations helping children living in the eight counties of Los Angeles that hosted the 84 Games to participate in organized sport activities. As time passed, fewer and fewer of the grant recipients had intimate familiarity with the Foundation’s origins or its mission.

The Solution

To reinvigorate and reintroduce the Foundation and its essential work to new generations of Angelenos not intimately familiar with the foundation’s Olympic heritage, BrandCulture and creative partner Rick Seireeni created the new name, visual identity and brand strategy for the LA84 Foundation—drawing inspiration from its origins. The brand positioning asserts that the lessons taught in sport instill essential life skills. Building on the idea “Life Ready Through Sport,” BrandCulture refreshed the Foundation’s website and designed a suite of marketing communications tools to increase awareness and understanding.