Illustrated Map for Valley Mentality

LA’s San Fernando Valley is home to an eclectic mix of people, each chasing their own version of the suburban Hollywood dream. Valley Mentality is a clothing brand rooted in the Valley, dedicated to celebrating the often overlooked corners, stories, and local businesses that give the area its character. The brand embraces an underdog spirit, expressed through raw, expressive designs and illustrations. Valley Mentality approached me with the idea of creating an illustrated map poster of the Valley, highlighting key locations that many locals who grew up there would instantly recognize. After immersing myself in the brand and the culture of the San Fernando Valley, I began building the map while learning more about the businesses and places that make this part of Los Angeles so distinct.

Through close collaboration with the client, we defined the illustrated map’s style and vibe: playful and grungy, layered with nostalgia and brought to life through clear, vibrant colors.

Get a copy of your map here: valleymentality.com

Thanks for taking a look at this project, it was my pleasure working on it, and am grateful for the positive feedback it has received from the people of the valley. If you would like to work on a similar project, let's connect! :) ©2025 Dani Evstratenko San Fernando Valley Illustration Map