LA Marketplace
LA Marketplace updated artwork and brochures
Current artwork provided by client.
Project Overview
The client requested an update to their dated hero artwork and local marketplace brochure. The hero artwork was initiated first as the brochure will follow the design lead of that final creation.
ROLE | Art Direction, illustration and design
Process
I consulted with teammates that live in L.A. to gain more of a local insight on landmarks, specific things to the city, where the Deloitte LA office is located, and general vibe overview for the city. Once I had gathered information I turned to adobe stock to gather together the necessary pieces to render out 3 very different concepts. The client indicated they would like to step away from a skyline type image - however - being that this is for a market place I felt that it was necessary to indicate the city in some fashion in the artwork.
I always like to provide a ‘wild card’ concept when possible that is a bit more artistic/outside the box from what the client might be originally thinking. In this scenario, I decided that third concept would be something without the skyline or anything representative of the city. The marketplace would still be typed out/shown anywhere the image is shown, so its possible to have the artwork without those typical markings — and challenge the client thinking for the project.
Concept #1
Classic skyline view, emphasizing the beach to mountain vistas that can be found only in LA. The colors are inspired by the classic dusky beach sunset and end with a clear blue sky. Options discussed where animating the illustration and having it go from dawn to dusk in colors with the sun setting and the moon rising or the palm trees swaying a little bit in foreground.
Concept #2
I wanted more of a ‘vibe’ for this piece and was inspired by (honestly) too much Dr Dre and Tupac while pulling together stock. The font is inspired by graffiti style artwork that can be found throughout LA both as artwork and otherwise.
Concept #3
Honoring the clients request to step away from the skyline, this piece focuses entirely on the markets that broadly make up LA : entertainment and technology. The data from the computer and rotating in the background focus on the technology aspect while the classic film strip/lighting gaffer evoke the film industry. I wanted to give a nod to the historical aspect of entertainment but also acknowledge that it is more modern and technology focused, which is emphasized with the triangles radiating outwards from the film strip into the computer the woman is working on.
Refinement
The client settled on the first illustration option with some additional elements added to represent the music industry and local history. We included a simple illustration of the Hollywood Bowl, nestled into the hills. Music is flowing from the amphitheater, helping emphasize the musical component. We then added a small route 66 sign in the foreground to help represent the history of the Los Angeles area.
Now finalized, the illustration has been animated with subtle movements for use in powerpoint presentations and and email sends.