ALCHEMY STUDIOS
ALCHEMY STUDIOS
THE LAND
Fashion
Non-Profit & Charity
Year
2025
Disciplines
Art Direction
Brand Guidelines
Brand Identity
Brand Positioning
Brand Strategy
Campaign
Creative Direction
E-Commerce
Logo Design
Marketing Assets
Product Design
Tone of voice
In January 2025, multiple massive fires ravaged my hometown of Los Angeles. Stricken with grief and sadness for all the destruction that affected our collective home and communities, I explored ways that I could give back to my city with the means that I could. I approached a childhood friend, who was similarly grief-stricken and in the process of starting a new clothing brand about creating a series of hats that honor the Palisades & Malibu, Altadena & Pasadena, and all of LA and the fire crews that worked so hard and risked their lives to protect us.
THE PROJECT
The concept of The LAnd is an uncommon reference to a common name for Los Angeles. Designing the marquee symbol for the land that has raised us and molded us was crucial to this project. We created three unique hats in different colors, each corresponding with a particular area that was affected. Additionally each hat is fitted with a custom side embroidery referencing that city.
THE APPROACH
We approached each hat by firstly deciding on the color that best represents those cities. Next we looked at what kind of symbols and iconography those cities already use to identify themselves. Lastly, we integrated those symbols into a cohesive side patch design that communicates support for each community so that people could use their money to directly support their cities.
THE GOAL
50% of the proceeds made from each hat sold will be donated to community level charities in the different areas of Los Angeles. The goal is to get money into the hands of the people who know their communities the best and give them the means to rebuild it the way they love.
In January 2025, multiple massive fires ravaged my hometown of Los Angeles. Stricken with grief and sadness for all the destruction that affected our collective home and communities, I explored ways that I could give back to my city with the means that I could. I approached a childhood friend, who was similarly grief-stricken and in the process of starting a new clothing brand about creating a series of hats that honor the Palisades & Malibu, Altadena & Pasadena, and all of LA and the fire crews that worked so hard and risked their lives to protect us.
THE PROJECT
The concept of The LAnd is an uncommon reference to a common name for Los Angeles. Designing the marquee symbol for the land that has raised us and molded us was crucial to this project. We created three unique hats in different colors, each corresponding with a particular area that was affected. Additionally each hat is fitted with a custom side embroidery referencing that city.
THE APPROACH
We approached each hat by firstly deciding on the color that best represents those cities. Next we looked at what kind of symbols and iconography those cities already use to identify themselves. Lastly, we integrated those symbols into a cohesive side patch design that communicates support for each community so that people could use their money to directly support their cities.
THE GOAL
50% of the proceeds made from each hat sold will be donated to community level charities in the different areas of Los Angeles. The goal is to get money into the hands of the people who know their communities the best and give them the means to rebuild it the way they love.
