strategy / naming / identity / collateral / writing / digital / events / environmental

For our client, 2000 Avenue of the Stars (at the time the city’s largest development project) was all about office space. But from the top of the adjacent Century Plaza Towers, it was clear to us that this impressive new structure and the lushly landscaped park and cultural arts plaza that now link it with the landmark Towers was so much more. Convention might have dictated a marketing campaign that simply focused on the real estate. Our branding concept for 2000 AOS and the remodeled Century Plaza Towers was completely unexpected, however, in that it got there—but it got there through a brand concept that was designed around the lives of the tenants, visitors and guests—the Distinguished Company—who make and would be making the all-new Century Park the most exclusive and distinguished business address on L.A.’s Westside. In 2015, CBRE the client wanted to give the brand a refresh. We worked on a few brand studies.