In 2021 the South Park BID engaged with community members to create its current strategic plan, comprised of six goals, many of which we’ve already achieved. The 6th goal was to develop an authentic brand and marketing program to ensure that all our initiatives are aesthetically and substantively cohesive.
18 months ago we began that work by conducting a brand audit led by Miranda Edwards, which confirmed that the South Park brand needed to be reimagined. It had been over 20 years since it was updated.
Over 20 agencies replied to an RFP. Ghost Note Agency was recommended by a committee after several rounds of interviews and selected by the board of directors.
Ghost Note had over 300 stakeholder contacts through interviews, focus groups, and surveys. The final version of the brand redesign was approved by the board of directors during a public meeting, and the South Park team began working with Ghost Note to launch our new brand.
So say hello to South Park - The Social District. This is a new look, but who we’ve always been.
Our social media, newsletter, website, and digital media are all undergoing big transformations to be more cohesive, informative, and appealing to potential investors, businesses, visitors, and residents.
Our hospitality ambassadors and clean team members will also be getting new gear to reflect our new brand.
We’ll begin to align our branding and marketing with our retail attraction and retention strategy to fill ground floor vacancies with vibrant food, beverage, and culture experiences that transform the neighborhood.
In 2025 and beyond, you’ll see the new branding in all our infrastructure and placemaking initiatives throughout the district.
The new Social District brand embodies all that the South Park neighborhood has to offer, from the big moments of celebration at Kings, Lakers, and Sparks games to a peaceful Saturday morning strolling through the Farmers' Market or an afternoon at the GRAMMY Museum.
The new brand showcases the perfected duality of modern urban living—a welcoming community where residents and visitors come together with businesses and innovators to create a vibrant and connected neighborhood.