Client
Mayor's Office of Economic Development, Los Angeles
Industry | Public Sector, Economic Development
Background
Los Angeles is the city of dreams, where hustlers and visionaries turn ideas into empires. But let’s keep it real—starting a business isn’t easy, especially if you’re not the “typical” entrepreneur. The Mayor’s Office knew the game needed changing, so they set out to make business ownership not just a possibility, but a reality for women and minorities across the city.
Challenge
L.A. is full of opportunities, but the barriers are just as big. Financing? Complicated. Bureaucracy? A headache. And let’s not forget the outdated stereotypes about who can even be an entrepreneur. The task was clear: change the narrative, amplify underrepresented voices, and equip these communities with the tools to succeed.
Objectives
Empower women and minorities to own their entrepreneurial journey.
Shine a light on resources designed to make starting a business less daunting.
Rewrite the script about what success looks like in the business world.
Target Audience
Women and minorities in L.A. ready to take the leap into entrepreneurship, along with the broader public and financial institutions that shape perceptions and opportunities.
Strategy & Execution
When it came to turning this vision into action, Rhythm Labs didn’t hold back:
Print & Outdoor Campaign
We took over L.A.’s streets with bold messages in bus shelters, on DASH buses, and even on library flyers, spotlighting minority entrepreneurs and their success stories. The message was simple: success has no single face or formula.
Video Campaign
We told five powerful stories of real entrepreneurs—people who faced challenges and still came out on top. These weren’t just stories; they were proof that success is within reach for everyone.
Social Media Takeover
We turned social media into a movement. With custom kits and engaging posts, we got people talking, sharing, and learning about the tools and resources available at Business.lacity.org.
Key Deliverables
Launched the “You Look Like an Entrepreneur” campaign, blending print, video, and digital strategies.
Prominently featured the Mayor’s logo and City Seal to ensure trust and visibility.
Introduced the city’s Pathways Platform to connect entrepreneurs with everything they need to succeed.
Results
Website Traffic Boom: Visits to the LA Business Portal jumped from 7,000 to 20,000 monthly hits, with 5,000 click-throughs to the Pathways platform.
Social Media on Fire: Engagement soared, bringing more eyes to the campaign and resources.
Real-World Impact: New businesses launched, loans secured, and jobs created—all signs that the campaign was making real change.
Partnerships
We teamed up with community heavyweights like LACSW, LA36, El Clasificado, KJLH Radio, La Opinion, and Power 106 FM to spread the message far and wide.
Conclusion
Rythm Labs didn’t just help L.A. promote entrepreneurship—we helped rewrite the story. The “You Look Like an Entrepreneur” campaign shattered stereotypes, spotlighted underrepresented communities, and made starting a business feel possible for everyone. Because at the end of the day, success doesn’t look like anything—success looks like you.