Wake up a dusty old brand for its 100-year birthday celebration—without violating tradition.

Create a separate but complementary brand around the organization’s birthday.

The Beverly Hills Chamber of Commerce is a venerable old brand. Its very charm lies in its antiquity. As with the British monarchs, we expect its stuffiness—and we enjoy it.

But for the 100-year centennial, we had to shake things up. The series of commemorative activities—climaxing in a glamorous gala event at a luxury hotel—needed more pizazz. We couldn’t be stale and boring and expect people to show up.

The client provided the event logo—a “100” with big, loopy 0s—and we were not permitted to alter it. But we brought it to life by iterating on it, extending it, expanding it. The 0s became a repeating motif—bold circular shapes that defined spaces, contained content, and shaped layouts—all while constantly reminding us that we’re celebrating a century. And we paired the brand’s traditional gold with a deep teal, while letting the photos provide the color accents. The resulting event brand was both understated and vibrant.

Having established this sexy event sub-brand, we got to work on the collateral: invitations, a gorgeous event program, and a sizzle video that takes us on a storybook, Wizard-of-Oz-like journey though the century.

• Sizzle video invitation

• Printed invitation

• Printed program

• Event decorations & décor