Stimulate commerce—especially nighttime leisure activity—in a city that’s traditionally been seen as insular, older, buttoned up, and closed at night.

Strike a balance between multiple goals:

• Capture the energy & vibrancy of the new Beverly Hills.

• Make the City more welcoming to a wider audience—i.e., younger & not ultra-wealthy.

• Stay true to the City’s core identity as a destination for excellence, value, & luxury.

A new lifestyle brand that combines old & new:

• Name “Now Beverly Hills” emphasizes the Beverly Hills of today, and also the idea of being in the moment and up on the latest.

• Logo works within the City’s core visual vocabulary, using the famous shield shape to closely align it with City tradition.

• But the color palette is ultra-modern—a trio of extremely vibrant colors that sets a totally new, assertive tone.

The new brand made all stakeholders (including the Mayor & City Council) happy—because it captured the modern spirit of the new Beverly Hills while being respectful of the old Beverly Hills.

• Name

• Brand concept & story

• Visual identity system

• Online identity system

• Brandbook

• Multiple ad campaigns