Brand Identity + Website

Client

HHLA

Location

Los Angeles, CA

Scope

Identity, Logo Animation, Website

01 / The Brief

HHLA is a dynamic entertainment destination just minutes from LAX, home to calisthenics gyms, a movie theater, restaurants, and new arrivals like Meow Wolf and Squiggleverse.

The space had outgrown its brand. It needed an identity that matched how cool and varied it is, could act as a roof over every vendor, and paid respect to Los Angeles as an evolving creative city, the Pacific, and the overall vibe of LA.

02 / The Challenge

How do you build one logo suite and identity system that stays recognizable, while being fluid and creative enough to represent a gym, a theater, restaurants, and immersive art all at once?

03 / The Solution

I built an identity around a new color palette rooted in the coastal and natural elements of Los Angeles and California.

The HH, a nod to Howard Hughes, stays bold and constant as the foundation. The LA is drawn as an outline that can be filled with different brand elements: vendor colors, logos, seasonal themes, and whatever HHLA wants to highlight at different times of the year. I also created an interactive logo animation so the mark can shift and move across digital touchpoints.

The result is a logomark that adapts with the space, while every version still reads as HHLA.

The Living Canvas on LED signage, running the live logo animation: a blank LA that fills with each tenant, then returns to the HHLA palette.

04 / The Result

The team was thrilled with how versatile the system is. The new website carries everything from the identity phase, and the system is rolling out across social media and on site, with plans for large interactive LED signage that brings the changing LA to life in person.

Since launch, HHLA has seen a strong uptick in inquiries and foot traffic, with a lot of excitement building around the new vendor openings.