Beverly West

Malibu Style and Asian Simplicity

Location:

Client:

Emaar USA

Type:

Scope:

Why?

Insight

New Beverly Hills – Emaar reached out to Brash to create a befitting brand language for a tower being built on one of the last undeveloped locations on the prized ‘golden mile’. A brand that will appeal to their distinctive target audiences – the “new Beverly Hills” attitude fused with the “old Beverly Hills” attitude.

Beverly West blends Malibu ease with Beverly Hills prestige, offering refined high-rise living and panoramic views, Emaar’s elegant entry into the heart of Los Angeles.

What?

Idea

Malibu Style and Asian Simplicity – ‘Beverly West presents life in clear light with some of Los Angeles most stunning residential views from the Pacific coastline to the local snow-capped mountains. Each unit captures the feeling of a classic California residence in drama, warmth and soaring heights. And every detail, service and social amenity reflects the tastes and desires of those who live here.’ The language is that of simplicity balanced between the laid back Malibu lifestyle and prestige of the Beverly Hills club house. We created the Beverly West brandmark and sales collateral to have a feel of old Los Angeles authenticity, steeped in tradition but with an eye towards the future.

How?

Impact

The Art of Living – We created a brand that embodied a connection between Malibu lifestyle and Asian simplicity: ‘the Art of Living’ – successfully launching Emaar into a key market.
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