Eagle Rock Plaza

Concept direction for Eagle Rock Plaza, an enduring landmark that has served as a shopping destination for Los Angeles’ east-side community since 1973.

While the property has a deep-rooted history in LA as one of the city’s oldest malls, its general perception is fairly out of fashion. Eagle Rock Plaza suffered from a stale mood with an architectural style that simply didn't age well.

With a brand refresh in mind, we concentrated on ERP's desire to reposition the property as a food and beverage hub that unites the diverse tenant base with a new demographic of shoppers. We created a bold design point of view that celebrates the eclectic and vibrant nature of Eagle Rock's community and spirit.

Combining dynamic graphics, historical imagery, energetic, hand-drawn letterforms, and inclusive messaging, the new identity is both cheerful, compelling, and eye-catching. It does away with its viewpoint as an antiquated infrastructure in favor of a memorable destination that encourages people to stay and celebrates community at its core.

Agency: Ludlow Kinglsey
Creative Direction: Clark Stiles + Roxanne Daner
Strategy: Anna Hartwick
Project Management: Andrea Perez Madrigal