Bring that “new car smell” to a beloved City brand—while staying true to what made it special in the first place.

Keep the brand’s original ingredients:

• Festive energy.

• In-your-face colors.

• WeHo characters.

But evolve these ingredients to something newer & more modern…

A bold new look that pays homage to the past while bringing the brand to the here and now:

• Logo

  • Still high-energy—but streamlined.

• Colors

  • Main color is still yellow, but a slightly cooler hue.

  • Accent colors are still aggressive, but evolved from the primary palette to more distinctive ensemble.

• Characters

  • Transformed from comicbook, “Roy-Lichtenstein” characters to real people.

  • Recast to reflect greater diversity— in terms of:

    • Age

    • Race

    • Gender identity

    • Body type

    • Sexuality

The cast of characters was huge & the shoot lasted 2 days—one of our biggest still-photography shoots.

• Brand concept & story

• Visual identity system

• Brandbook

• Website

• Experience design

• Ongoing promotion

  • Social media

  • Advertising

  • Events