Black Planners of Los Angeles (BPLA) – The Urbanist

“The Urbanist: Black Gamechangers Reshaping Los Angeles” is an awareness campaign developed by ATTAIN Design and Marketing Communications for the Los Angeles Black Planners Association to broaden the definition of what it means to be an urbanist. The campaign honors African American leaders whose vision, advocacy, and creativity have shaped the city’s physical and cultural landscape—recognizing impact beyond formal titles and elevating community-centered leadership that often goes unseen.

Anchored by the theme “Building Belonging. Restoring Legacy.”, the campaign was designed to make urban planning feel more accessible, human, and culturally grounded. ATTAIN developed a narrative and visual system that connects professional excellence with lived experience, creating space for pride, dialogue, and curiosity. The work was intentionally crafted to resonate with students and emerging leaders who may not yet see themselves reflected in the planning profession, while reinforcing BPLA’s mission and visibility within the field.

The Urbanist was strategically built to engage planning professionals, community members, students, and cultural influencers through a cohesive brand ecosystem of messaging, graphics, and marketing assets. The campaign debuted at the Taste of Soul Festival with a collaborative booth activation, followed by an ongoing storytelling platform featuring monthly digital spotlights and social content. The work culminates in a BPLA-hosted panel discussion and a mobile public exhibition during Black History Month. More than a campaign, The Urbanist is a movement—one that honors legacy, amplifies Black leadership, and reframes urbanism as a collective force shaping the future of Los Angeles.