The Beverly Center is a legendary shopping landmark in Los Angeles, California, featuring an array of luxury, contemporary and fast fashion retailers.
When BMD was engaged, the shopping destination was undergoing a spectacular transformation, bringing an impressive culinary offering to the forefront. Signature Chefs and new restaurants are on the menu, such as Michael Mina’s Cal Mare and Farmhouse’s seed-to-table experience. The renovation was also going to offer elevated views of the city, new skylights and fresh retailers.
To unveil and celebrate their new multi-faceted shopping experience, BMD was approached to help with the rebranding and campaign roll-out.
Taking visual inspiration from the building’s physical transformations and LA’s sunny disposition, the brand identity alludes to the visitor’s revitalized shopping experience.
The wordmark features bold type with wide, airy kerning as a nod to the mall’s new atmospheric interior adorned with natural light. LA’s curious spirit and playful charisma fueled the photography style, which uses bright colors and inviting crops to channel west coast culture for locals and travelers alike.
Guidelines ensure campaign creative reflects the confident and curated brand ethos of The New Beverly Center as shops, restaurants and views come to fruition.
By branding the mission and not the building, BMD developed an identity that captures the creative spirit of LA - an identity that can evolve alongside The Beverly Center as it redefines what it means to experience LA your own way.