Visual Identity for L.A. Material
A local newsroom found its voice in a coyote, freeway-sign green and a Google Fonts constraint.
Hoodzpah created a visual identity for L.A. Material, a new media company focused on making Los Angeles legible. The identity is described as sun-drenched and toothy.
Insights
- Hoodzpah paired a custom, eccentric masthead with a coyote for small applications and location-specific badges.
- The publishing platform’s Google Fonts restriction led to Instrument Sans for headings and Bitter for long reading.
- Freeway-sign green and blue associated with the Eastern Building connect the palette to Los Angeles itself.
- Gradient-map photography carries the colors into marketing, while podcast artwork extends the identity into another editorial format.
Keep exploring
Related cases
