LA Legacy Business Program

As the marketing and communications partner for the City of Los Angeles’ Economic Workforce Development Department, I led the development of branding and messaging for the Legacy Business Program (2023 and ongoing). With input from stakeholders and focus groups with business owners, our goal was to promote and induct businesses that have been in operation for twenty years or more into the program.

Being a Los Angeles native, this project held personal significance for me. I created a brand style guide, a comprehensive marketing plan, and a suite of assets, including a community partner toolkit, presentation deck, brochures, promotional materials, social media graphics, and digital ads. This strategic marketing approach was designed to resonate with owner-operated small businesses, using targeted messaging informed by direct feedback from the community.