Drawing a Local Community of Diners
with Strategic Branding Choices

12Sixty branding

Built for a Community


Holiday Inn La Mirada approached TRAFFIK to help define a new stand-alone restaurant brand and positioning which would attract regular diners from throughout the local community, not just hotel guests. Inspired by the new menu drawing on a modern fusion approach to pub food, TRAFFIK envisioned a brand which drew on the community’s heritage to show this was not another mass chain, but a unique spot for locals to gather.

12Sixty website on mobile device

Launching a new Local Favorite


With a new name inspired on local history (December 1960 is when the citizens of La Mirada voted to re-name their town to the locals’ preferred name, in an unusually democratic approach) and positioning as a Modern Pub + Kitchen in place, TRAFFIK worked with Holiday Inn to create brand launch materials including employee uniforms, menus, signage and the launch website which ensured a successful launch of the new brand. 12Sixty is now a local destination point, with positive community engagement on social media ratings, and brand recognition throughout the community.

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