Following Brash’s work with Emaar Group, creating the brand for Burj Khalifa (world’s tallest building), Brash was asked to help build a brand for A 35 panoramic view home tower, set within an icon of Modern architecture overlooking the garden backdrop of Los Angeles Country Club. The first US development by Emaar and Brash, destined to be a benchmark for future premium developments and brands in the US.

To create a compelling brand experience that goes beyond the well esteemed Beverly Hills destination brand. Whilst it must cater for an audience that seeks Beverly Hills authenticity, luxury and attitude, it must deliver a unique and refreshing lifestyle experience.

Brash quickly understood that the brand’s target audience understands ‘the art of living’ and took this as the central idea behind the brand. The name ‘Beverly West’ was created, along with its delicately crafted brandmark. Both with the aim to convey a sense of destination and Los Angeles authenticity. A brandmark immersed in tradition but with an eye towards the future.

 

The strapline ‘where Asian simplicity meets Malibu lifestyle’ very much captures the spirit of the brand, reflecting a modern and new ‘Beverly Hills’ aesthetic.

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