Same great neighbors, brand new vibe.
 

Many months in the making.
 
The South Park Business Improvement District’s 2021 Strategic Plan called for the creation of an authentic brand and marketing program. Our process focused on transforming South Park’s brand, with an identity and look that is modern, chic, and vibrant. Ghost Note – an agency that has worked with Nike, the Obama Foundation, Coach, and the Dodgers – was chosen by the board of directors from among 20 qualified firms. 
 
Ghost Note’s team spent 12 months taking a thoughtful approach to understanding South Park, our current ethos, and our soaring aspirations for the future. Through community interviews and surveys, we shaped a brand that reflects a playful, energized aesthetic designed to appeal to business owners, visitors, investors, and residents alike. We're rebranding South Park to South Park - The Social District, creating an inviting, distinctive identity that showcases all that our community has to offer.
 
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What is happening?
South Park BID is updating its branding for the first time in over 25 years!
Why did SPBID start this process?
In 2021, prior to our renewal, we met with stakeholders from across the district and identified six goals as part of our strategic plan. The 6th goal was to develop an authentic South Park brand and marketing program to ensure that all our initiatives are aesthetically and substantively cohesive.
What was the process and who was involved?
Over 20 agencies replied to an RFP issued by the South Park BID. Ghost Note was recommended by a board committee after several rounds of interviews and selected by the board of directors. Over 12 months, 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 in August during a public meeting, and the South Park team began working with Ghost Note to launch the new brand, which will continue into 2025. 
Are we changing the name South Park?
South Park is the Social District, in the same way that to many Earvin Johnson is Magic. We believe name changes should not be forced and are much better when they take root over time. Much like our arena is still called Staples Center by some, and Crypto.com Arena by others, we decided on a unique choose-your-own-adventure approach to branding and one that feels authentic to our present, expecting that we arrive together at our aspirational future ahead of the 2028 Olympics.
What happens next?
A lot! Our social media, newsletter, website, and digital media are all undergoing big transformations to be more cohesive and appealing to potential investors, businesses, visitors, and residents. Our great hospitality ambassadors and clean team members will also be getting new gear to reflect our new branding. In 2025 and beyond, you’ll see the new branding in all our infrastructure and placemaking initiatives throughout the district. We’ll begin to align our marketing with our retail attraction and retention strategy to fill ground floor retail vacancies with vibrant food, beverage, and culture experiences that transform the neighborhood.
What’s the vision for the Social District?
The new Social District brand embodies all that the South Park neighborhood has to offer, from the big moments of celebration at Kings and Lakers 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.
 

 
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1150-B S Hope St
Los Angeles, CA 90015, USA
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