Insight
Emaar approached Brash to create a brand language for a new tower on one of the last undeveloped locations on the prestigious ‘golden mile.’ The challenge was to craft a brand that would resonate with a distinctive audience, blending the allure of the “new Beverly Hills” attitude with the timeless elegance of the “old Beverly Hills” vibe.
Idea
Beverly West is designed to offer residents an unparalleled living experience with breathtaking views from the Pacific coastline to snow-capped mountains. Each unit exudes the charm of a classic California residence, combining warmth, drama, and soaring heights. The brand language strikes a perfect balance between the relaxed Malibu lifestyle and the sophistication of Beverly Hills. Brash developed the Beverly West brand mark and sales collateral to evoke old Los Angeles authenticity while looking towards the future with modern luxury.
Impact
The Beverly West brand successfully encapsulated the essence of the Malibu lifestyle with a nod to timeless Beverly Hills elegance, blending Californian charm with Asian simplicity. This new identity has enabled Emaar to establish a strong foothold in the Los Angeles luxury market, resonating with both local and international buyers. The branding has contributed to a highly successful launch, further elevating Emaar’s reputation in the competitive global real estate market. With its distinctive brand voice, Beverly West has captured the attention of high-net-worth individuals, solidifying its status as a premier luxury residence.
