How do you create a cohesive brand with an ultra creative client where the sky’s the limit?
CheshireBeane has been with Platform since its inception, along for the ride at every turn. This client is unique in that they are true visionaries. With Platform, we’ve had the distinct opportunity to stretch and push our own creativity to new levels.
Strategy was the challenge for this project. Platform is a curated collection of some of the world’s most innovative merchants, chefs, and companies, all housed in Hayden Tract, in Los Angeles. With an idea that was larger than life, it was hard to determine the best tools for the project to succeed. After a lot of brainstorming, we found direction with a clear list of objectives: a logo, website, marketing lookbook, a custom USB drive, and signature presentation box showcasing a truly unique experience.
CheshireBeane performed the initial branding with a well crafted book, custom USB Drive, and signature box with individual branding efforts to present possible new tenants with a truly custom experience. The book acted as a series of snapshots, reflecting the projected lifestyle and vibe of Platform. From there, stunning photography, custom maps, and dynamic presentations have all been created as a means to present the development in the way it has been envisioned.
After the initial concept was created, we have evolved alongside the project. As new tenants sign leases, we’ve designed custom pieces to build anticipation about the co-tenancy. We’ve also made marketing pieces to showcase the progress of the construction. It’s not just the project that has evolved, but so has our initial logo design. As Platform gains steam and heads toward completion, the tenants have really become the color, the flair, the beauty behind what is happening at Platform. We’ve updated our designs to emphasize the tenants, leaving Platform a brand that is function as much as form, a launching pad for other businesses to succeed.
There is no looking back for this client, and we are still looking forward. We are continuing to work with Platform as they sign the final tenants for a Spring 2016 opening. With remarkable architecture and the opening of the Los Angeles Metro Expo line that stops almost at the front door, this project continues to take shape and we couldn’t be more excited to be a part of it.