REBIRTHING A LOS ANGELES ICON. Intended for our client partners, our collaborators, our community and ourselves, every aspect of this effort is infused with an energy and attitude that represents the creative collective of which we are a part. It’s our brand, it’s our city – let’s leave no doubt in people’s minds.

We created a dynamic and ever-evolving system around several key existing graphic components: our TBWA backslash, our initials (C \ D), and our signature color yellow. From there we breathed life into these elements that had become merely a “default setting.” From our agency credentials to our digital presence to our philosophy books, from apparel to neon signs, from surfboards to traditional collateral. Our focus was on impact and coherence over consistency. Everything we did was executed with the taste and vibe of a creatively-led West Coast agency.

Internally, a greater sense of cultural identity and pride has developed. Externally, in the eyes of clients, pitch consultants and our community, we have reclaimed our status as the epicenter of culture and agency life in Los Angeles. Since the design system and our new credentials were implemented, we have won every pitch we’ve participated in, and business from the following companies: Airbnb, Miller Lite, Buffalo Wild Wings, Twitter, Netflix, Redfin, Slack, Pacific Standard Time, The City of Los Angeles, and the Los Angeles Philharmonic.