Westminster City Council
SUBJECT
Title
Little Saigon Branding Recommendations Funded by a California JobsFirst Grant.
End
From: Christine Cordon, City Manager
Requested by: Administration
Prepared by: Shaunna Hunter, Senior Management Analyst
____________________________________________________________
RECOMMENDED ACTION
Recommendation
Provide direction regarding branding recommendations.
end
BACKGROUND
Westminster’s Little Saigon is one of the nation’s most prominent Vietnamese cultural and commercial districts and a cornerstone of the Vietnamese American community. Centered along Bolsa Avenue, the district preserves and celebrates Vietnamese heritage through its businesses, restaurants, cultural institutions, and community traditions. With more than 700 businesses and approximately $938.6 million in annual sales, Little Saigon is also a significant economic engine for the City and the region, attracting visitors from throughout Southern California and beyond. Its cultural significance and economic contributions make the district an essential part of Westminster’s identity and a key priority for continued investment, revitalization, and long-term economic growth.
The Little Saigon Blueprint for Investment (Attachment 1), developed in 2020 by StreetSense, identified strategies to strengthen the district’s economic vitality, cultural significance, and long-term sustainability by supporting local businesses, attracting visitors, and building upon existing assets. Enhancing Little Saigon’s vibrancy remains a City priority.
In July 2025, the City received a $250,000 State of California JobsFirst Grant to advance the Little Saigon Blueprint for Economic Vitality and Quality of Place, building on the original Blueprint’s recommendations. The grant period, initially scheduled through September 30, 2026, was extended to November 30, 2026. All grant-funded activities must be completed by the extended deadline.
JobsFirst Grant Project Tasks
• Task 1 - Outreach Coordination (Ongoing)
• Task 2 - Pilot Soap and Water Program (Completed January 2026)
• Task 3 - Streetscape Feasibility Study (Expected Completion November 2026)
• Task 4 - District Branding (Expected Completion November 2026)
• Task 5 - Workforce Development/Public-Private Partnerships (Ongoing)
AODI, Inc. (Brand Strategist)
AODI, Inc. founder Arnold Ontes is an award-winning creative director and strategic designer with more than 40 years of experience developing brand identities and visual communications for public and private sector clients.
His notable projects include branding and revitalization initiatives for the Anaheim Resort, Historic Downtown Anaheim, Muzeo Museum, and Platinum Triangle. His clients have included the City of Anaheim, County of Orange, Nestlé, Mattel, and Disney Entertainment.
AODI, Inc. was selected by the City of Westminster through a competitive Request for Proposal (RFP) process to lead Little Saigon’s brand identity initiative based on their extensive experience in strategic design, community-focused branding, and public-sector projects. Throughout the process, AODI, Inc. engaged community members across generations, from elders who have helped shape Little Saigon’s history to younger residents who will influence its future. This inclusive approach ensures that the district’s brand authentically reflects its Vietnamese heritage, shared values, and evolving identity. In coordination with Little Saigon Streetscape and Gateway initiatives, the branding will establish a cohesive identity that strengthens Little Saigon’s visibility, attract visitors, supports local businesses, and promotes long-term economic vitality.
District Brand Development
A unified brand identity will strengthen Little Saigon’s recognition as the premier authentic Vietnamese cultural and economic destination by communicating its unique heritage, creating a cohesive district image, providing a framework for consistent marketing, and business promotion. In coordination with streetscape improvements, district branding will enhance placemaking, attract visitors, support existing businesses, and encourage new business investment, helping ensure Little Saigon remains vibrant, competitive, and culturally distinctive for future generations.
Brand Concepts
Concept 1 - Lotus Flower
Concept 2 - Municipal
Concept 3 - Dragon
Concept 4 - Bamboo
Public Input
All four concepts reflect input gathered through community outreach between January 2026 and May 2026. The four branding concepts were first presented to the public at the June 19, 2026, Night Market at the Asian Garden Mall (Attachment 2). Community members, residents, and visitors provided feedback.
City Council members, along with the public, provided feedback on the designs and expressed support for “Concept 2 - Municipal,” subject to requested modifications, including correcting the “nón lá” (Vietnamese traditional hat), refining the lotus flower, updating the fonts, and making other minor adjustments. Feedback from community members across age groups was also positive, with younger visitors expressing interest in using the design on merchandise, such as hats and stickers.
Revised Brand
Following City Council and public input, AODI, Inc. implemented the feedback received and revised the brand. The original and revised municipal brand are included in Attachment 3.
Implementation
Once the preferred brand identity is selected, AODI, Inc. will develop design concepts and guidelines for applications across three key areas. The selected brand will guide and ensure consistency across future promotional materials, environmental design elements, and economic development efforts. Grant funding efforts are limited to design services. Future implementation will depend on available funding and may be pursued through separate City projects, partnerships, or other funding opportunities.
• Brand Recognition - Develop design concepts for digital and print applications, including website graphics, newsletters, social media content, T-shirts, bags, stickers, and other promotional materials. These designs will establish a consistent visual identity and provide the City with adaptable tools to promote Little Saigon to residents, businesses, and visitors.
• Environmental Design Implementation - Develop design concepts for physical elements such as directional signage, wayfinding systems, murals, street furniture, and other streetscape features. These designs will illustrate how the brand identity can be incorporated into the district’s physical environment to reinforce its Vietnamese cultural heritage, improve navigation, and create a cohesive visitor experience.
• Economic Development and Tourism Promotion - Develop design concepts for marketing and business support materials, including district brochures, business retention and recruitment materials, tourism publications, and streetlight pole banners. These designs will support future efforts to promote Little Saigon’s cultural and commercial assets, attract visitors and businesses, and strengthen its position as a regional destination.
Staff requests direction from the City Council regarding the branding recommendations, including final selection. Once the preferred brand identity is selected, AODI, Inc. will develop design concepts and guidelines for the application of the selected brand.
If the City Council does not select a brand identity, a deductive change order will be issued to AODI, Inc. to eliminate the final tasks listed in their scope of work related to the development of design concepts and guidelines. Subsequently, a portion of the JobsFirst Grant funding must be returned to the grant agency, and the City will no longer have access to these remaining grant funds.
FISCAL IMPACT
There is no fiscal impact for reviewing the branding concepts because the design work prepared by AODI, Inc. was funded by a JobsFirst Grant. If a brand identity is not selected, the City is required to return the unused portion of the funding to the grant agency.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
Staff recommends that the City Council provide direction on a preferred Little Saigon branding concept. Following Council direction, AODI, Inc. will finalize the brand and deliver the associated design assets described in the workplan by November 30, 2026 (JobsFirst Grant deadline), allowing the City to plan for future implementation as funding becomes available.
ATTACHMENTS
1. Little Saigon Blueprint for Investment
2. Little Saigon Branding Recommendations
3. Little Saigon Branding Municipal Design with Modifications
REVIEWED BY
Erin Backs, Finance Director
City Attorney’s Office
Christine Cordon, City Manager