Reclaiming a unique destination brand
The Situation
Once the epicenter of west Los Angeles dining, shopping, nightlife and recreation,
Westwood Village failed to keep up over the years and found itself lacking the luster
to compete with increasing variety of entertainment destinations across the city.
The Westwood Village Improvement Association (WVIA) took on the challenge of
reversing both the negative attributes and negative perceptions of the area, and
asserting its commitment to forward progress through a thoughtful, yet appropriate
design system.
The Solution

BrandCulture helped the WVIA to define an aspirational positioning that embraces
and celebrates the uniqueness of the district as a small town in a big city, captured
by the line ‘Neighborhood Charm, City Style.’ We created a design-forward
visual identity that draws inspiration from the unique streetscape of Westwood
Village along with its landmark architecture and diversity of dining, culture and
entertainment options. We extended the identity across an informational website,
environmental graphics and even the uniforms worn by the Village’s helpful