Baldwin Hills Crenshaw Plaza
REPOSITIONING BRAND IDENTITY TAGLINES SUB-BRANDING BRAND BOOK MARKETING COLLATERAL DIRECT MAIL SOCIAL MEDIA VIDEO AD CAMPAIGNS WEBSITE E-COMMUNICATIONS SIGNAGE WAYFINDING SPECIAL ITEMS
BHCP has embarked on a remarkable journey featuring a major architectural restoration that respects the past while projects a vision for the future. The new BHCP rediscovers its history to reemerge as a stronger, more vibrant destination for shopping, dining, and entertainment. From the project’s onset, PDC worked hand-in-hand with the entire development team to create an environment that would generate consistent positive experiences for all its customers and transform BHCP into a top–of–mind shopping destination for all of Los Angeles.
Starting with the center’s brand identity, PDC sought to capture the property’s transformation and forward-looking vision. The stylized “BH” logo not only projects a more upscale, fashion-oriented center, its “butterfly” form symbolically expresses the physical metamorphosis and invigorated spirit of the property and its surrounding neighborhood. Because community leadership expressed such a powerful emotional connection to the center during our Discovery phase, the word “Plaza” was deleted from the logotype as a gesture of solidarity and a way of communicating that BHCP is not just a business operating within the community, it is the community.
The BHCP Brand Book acts as a primer for anyone producing future communications for the center. The comprehensive book covers all aspects of branding from visual applications to identity guidelines to voice. It provides a clear roadmap for how to consistently communicate the BHCP brand across all channels — while serving as a visual/verbal reference in itself.
SIGNAGE AND WAYFINDING PROGRAM