Brand Strategy There's an elegance and a grit that can be found no where else in the country but downtown LA, but it comes with a stigma. This was something we had to overcome. We approached the rebranding not only to promote the building, but to showcase the transformation of downtown LA.
Photography Style Create a look and feel worthy of a Vogue spread, or at least come close to it. We also wanted to make the city as much of the focus as the subject we were shooting. Juxtaposing the downtown LA character with the modernity and beauty of our model.
Design Direction The inspiration for the style comes from the architecture of the buildings. Downtown LA is known for it's art deco design and style. This was valuable equity to worth building upon. We created a simplified "art deco" logo that also took inspiration from the building design. We went with the gold and black palette worthy of the Great Gatsby and chose patterns that accentuated the style of the period. Put that together with an elegant font and you get a modern interpretation of downtown LA style.
Interactive Design Keeping with the editorial feel of the brand, we took inspiration from magazine websites. Vogue, GQ, InStyle to name a few. We treated each piece of content as if it were a magazine article. To create a more immersive experience, we replaced article thumbnails with short clip videos.
