Some projects put us on the initial steps of an idea. In March 2019, a creative director we worked with on several projects wanted our help to put on paper a concept his team was developing: a dynamic, ever-changing spot for the letter A in the LA28 Olympic logo. Set to be unveiled in Los Angeles for the 2028 Olympics, the logo introduced a dynamic aspect by rendering the letter A through the cultural legacy of the city and its ever-growing status as one of the most creative and diverse in the world.

The challenge required the ability to quickly render as many ideas as crossed our minds, while at the same time connecting with the city and understanding the symbols its people relate to — finding visual representations of their heritage, tastes, flavors, and everyday visual codes that Angelenos actually recognize. All while reimagining the letter A.