Formerly known as LaProd, the company, which ultimately did more than just production, has decided to embrace the shift it had been making for several years by changing its name. The company now works in event communication and experiential marketing. After more than 800 events and sponsorship activations, LaProd will now be Haussmann Park, a stronger, more striking, and more evocative name that now leaves a lasting impression. The three basic ingredients for creating a memorable memory—perception, interaction, and content—will be embedded in all variations of the identity. This new image was developed using a rich and colorful typographic approach, allowing for a timeless platform that is rigid yet completely malleable. A strategic repositioning approach by Perrier Jablonski.