Case Study: The Taft Building celebrates its heritage with FLUX Branding

The Taft Building brands iconic Hollywood office space with FLUX Branding

FLUX Branding was engaged by The Taft Building, an iconic creative office space at Hollywood & Vine, to develop a new brand identity that would modernize its image while honoring its storied past as Hollywood's first high-rise. The challenge was to create a compelling positioning and leasing support materials that would attract new tenants to the historic property.

The solution implemented by FLUX Branding included a new brand position centered on the concept of building a legacy, a visual identity blending modern and historic aesthetics with a neutral palette and serif typography, and key messaging that leveraged its famous location. FLUX Branding also created a unique brochure that doubled as a fold-out poster, designed to make a memorable impression on potential lessees.

The Taft Building