Freedom Plaza

Davies Associates created the brand identity, brand guidelines, print collateral and signage/graphics program for Freedom Plaza, a new retail center in the South Los Angeles neighborhood of Watts. Freedom Plaza is part of the transformation of the 105-acre, high-density Jordan Downs community into a vibrant and sustainable mixed-use, master planned urban village. The Freedom Plaza logo symbolizes the Watts Freedom Tree, an important community landmark that holds major cultural and emotional significance to the residents of Jordan Downs. The colorful tree image serves as a fitting symbol of growth for the community and has been rendered in various color palettes to reflect the changing of the seasons.