LA Rec
& Parks

November 2021

Agency: Pastilla
Creative direction: Youna Jang & Rudy Manning
Other designer: Gabriel Cespedes

A visual identity system inspired by LA’s parks and people

Created for Los Angeles’ parks and recreation department, this identity system was designed to reflect the city’s rich sense of community and deep connection to nature. While the logo was provided, I worked at Pastilla to expand and evolve the broader visual system—shaping how the brand shows up across print, digital, and environmental touchpoints.

The color palette draws from LA’s vibrant outdoor lifestyle—blending sun, sand, and greenery with neutral and vintage tones. Visual elements were inspired by the sun and its rays, which serve as a central motif throughout the layout. Together, these elements create a welcoming and flexible system that celebrates the city’s shared spaces and the people who enjoy them.

© 2025 Josephine Law Lwin