Pacific Standard Time: LA/LA

Brand development
Brand identity
Design strategy
Design systems
Concept development
3D visualization

The Getty Foundation's Pacific Standard Time organization is an arts and culture initiative in Southern California. Every couple of years they organize a massive initiative that encompasses 60+ museums and galleries across SoCal, with the theme for the coming initiative is Latin American and Latino Art in Los Angeles. Three LA's condensed into LA/LA.

Besides refreshing the Pacific Standard Time master brand, we also came up with typographic solutions for how to display the two sides of LA. That being Los Angeles and Latin America, one influencing the other in an endless loop of cultural exchange.