Common Current.LA

Rebranding project for a non-profit organization who is working for the Los Angeles River with site-based digital experience

2019

Special Thanks to Stephen Serrato

Los Angeles exists thanks to its river. We see, at its banks, society and how its community thrives next to the river, helping to make Los Angeles the second largest city in the country. The efforts to revitalize the River are ongoing. You can then ask why this restoration is so important? We would rather go to the ocean than to this freshwater. When you look at the east side of Los Angeles district, its low-income demographic, a great number of young people perhaps haven’t see the ocean, natural habitat, bio-diverse of species. This restoration allows for the possibility of enhancing the quality of life for Angelinos who live near the river and, in turn, save an ecosystem for future generations.

Friends of LA River is a 501c3 non-profit organization, whose mission is to offer a publicly accessible and ecologically sustainable Los Angeles River by inspiring River stewardship through community engagement, education, advocacy, and thought leadership.

When it comes to FoLAR’s rebranding, my main point was to deliver their unique message: ’Let’s have fun at the LA River,’ rather than an obvious ‘Our River is so important that we should fight to keep it.’ When people genuinely enjoy the experience related to their river, living together harmoniously, and only then we see its successful revitalization. I changed the name from FoLAR to ‘Common Current,’ which has two different meanings: one is water for everyone, and another the emphasis of its presence as the aspect of mobility. The wavy line element was a primary visual language for this rebranding with its flexibility and movement as an influx of positive energy to all Angelinos.