The La Brea Tar Pits wanted a way to attract more locals. While it's well known, very few Angelenos actually visit the site and the museum.
Los Angeles has always been a city with a dirty underbelly. But, I didn’t know exactly how dirty it was until she walked in. Tall and and attractive, she walked in like a mountain lion stalking her prey. She had bad news written all over her like the morning paper after the stock market crash. “I’ve got a case for you,” she cooed, and the investigation that followed lead me down a rabbit hole into something even the residents of the The City of Angels didn’t even know about. A grimy past fill with mystery, intrigue, and taxidermy so unbelievable that scientists are still trying to figure it out. Glitz and glam might be the reputation of this city, but we all know what's really simmering just beneath the surface.
Make the print campaign into actual posters. Angelenos and visitors can hang with pride. Available in the gift shop and online!
Point of Purchase
Rebrand the park and museum map into the noir theme. Copy within the exhibits should subtly nod to the noir tone.
Create an Instagram sticker pack and to reflect the moody theme for when people inevitable geotag the tar pits.
Collaborate with Dita von Teese (LA, retro glamor icon) and The Way We Wore (LA vintage shop), to create a capsule collection inspired by Tar Noir to be sold in the museum.
Co-concepter: Tommy Bryant