The challenge was to develop a cohesive branding strategy for a new farmers’ market at LA State Historic Park that aligned the priorities of multiple stakeholder organizations while remaining rooted in community needs. The market was envisioned as a vital resource for surrounding working-class neighborhoods, where access to fresh, affordable produce has historically been limited. The resulting identity needed to feel inclusive, approachable, and culturally grounded, extending across brand development, print and digital marketing, and environmental graphics to create a consistent and welcoming experience.

Inspired by the layered history of the Los Angeles River, the brand identity bridges the site’s natural origins with its urban present. Visual elements reference resources that once sustained the Tongva people—most notably the acorn and water—symbolizing nourishment and continuity. These organic forms are balanced with nods to the built environment, including the former Southern Pacific railway line, the Chinatown Arch, and the Roundhouse Bridge, anchoring the identity in the park’s cultural, historical, and architectural landscape.