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We deliver the creative plans to bring ideas to life. Working internally or with partners, The Brand Architect Group produces focused, efficient and effective brand solutions.

 Born from the surplus funds of the well-managed 1984 Los Angeles Olympics, the Amateur Athletic Foundation of Los Angeles was in need to a new name, a new identity and a better understood mission. The word “amateur” had become an outdated term, and a name change would clear up confusion over their mission “to promote and expand youth sports opportunities in Southern California.” This is not an amateur athletics institution, rather it is well-funded and important sponsor of youth sports throughout the region. We renamed them the LA84 Foundation with a nod to its origins and wrapped the new identity in Olympic colors.


Results: Today, LA84 is the best-known supporter of youth sports in the Los Angeles area. It is particularly well-known for empowerment of disadvantaged youth. We are proud to have contributed to their long-running success.

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