The Heart of South Los Angeles

The Heart of South LA

Marketing Campaign for Voices Neighborhood Council in Los Angeles.

Showing neighborhood pride bringing back positive into a South Los Angeles neighborhood used to receiving negative media.

The Heart of South Los Angeles
El Corazón del South Los Angeles

Campaign depicts the Latin American heritage of neighborhood (consisting of 70% latino) with papel picado reference of border and graphics icons. 4 bottom icons reference uniqueness of neighborhood: the heart – being geographically the center of a lot of changes to area, the House – sweet home and craftsman home style of area. Jazz Musician – reference the great history of Jazz and the African American community to area. The hands shaking – the great camaraderie and friendliness of the people.