Activating a Legacy Brand with the Olympic Games that Inspired its Origins

Essential to new generations of athletes

The LA84 Foundation started out of an endowment created from the 1984 Olympic Games in Los Angeles. The Foundation operated for over two decades as under the brand “Amateur Athletic Foundation,” providing grants to organizations helping children living in the eight counties of Los Angeles that hosted the 84 Games to participate in organized sport activities. As time passed, fewer and fewer of the grant recipients had intimate familiarity with the Foundation’s origins or its mission. BrandCulture and creative partner Rick Seireeni created the new name, visual identity and brand strategy for the LA84 Foundation