The Miller Group Case Study: Turning Up the Volume

The Challenge

Overshadowed by nearby tourist attraction Griffith Park (4,210 acres), L.A.’s vibrant, 12-acre environmentally sustainable park was approaching a milestone – its 10th anniversary.

Grand Park – “the park for everyone” was looking for ways to drive both internal and external brand excitement for the diverse communities it served. COVID had dramatically impacted usage and the park was in need of a brand refresh.


How The Miller Group Made Noise

First up, The Miller Group conducted voice of the visitor intercept research to gather opinions, attitudes, and usage. They identified key brand icons, developed an all-new brand logo, a 10th anniversary version, and the park’s first-ever brand style guide. When Grand Park changed its name to Gloria Molina Grand Park, they rebranded once again.

The best place to start campaign development is typically with a dose of honest opinion.

About The Miller Group

The Miller Group is a nimble group of seasoned digital strategists, award-winning creatives and savvy collaborators who thrive on working with like-minded marketers and brands. They’re on a mission to find the core beliefs, values and universal truths that set you apart from the competition. Their motto is “make some noise.” The kind that transcends big media buys and broadcast advertising. And results in innovative solutions that rely on big thinking, not big budgets. Solutions you never saw coming. If this sounds intriguing, let’s explore possibilities.