Positioning a Luxury Property for Launch

Innovation Protocol partnered with Kennedy Wilson, a global real estate investment company, to create a comprehensive brand identity for a new luxury commercial property just steps away from the iconic Beverly Hills Triangle location. 136 El Camino Drive, a coveted business address, is a premiere office building commissioned by the famed Doheny Family and designed by renowned architect William Pereira, the visionary behind San Francisco’s Transamerica Pyramid and the LAX Theme Building.

The building was a “white box” property – meaning a tenant would have the ability to determine how the space would be designed and utilized. Kennedy Wilson had to create a story that celebrated both what the building already was (a beacon of charm, luxury, rich history, preeminent location) and what it could become (the tenant’s vision).

Innovation Protocol was tasked with crafting a compelling narrative, logo, website, and brochure that would celebrate the inherent beauty and elevated experience of 136 Camino Drive and attract a new tenant. The narrative, or 136 Camino’s brand story – served as the foundation to inspire audiences on the property’s identity and vision – as well as a guide for developing external messaging. Alongside the brand story, IP designed a simple and sophisticated logo to aid in quick recognition and recall of the property.

Once the core elements of the brand identity were developed, the experience came to life through a beautifully designed website and brochure. The website enabled Kennedy Wilson to illuminate the story of 136 El Camino, including its compelling location and features, to any interested parties. The brochure had a premium feel with a debossed property logo on the hardcover. Kennedy Wilson used the brochure to reach out to prospective tenants directly, while still conveying the unique opportunity that the property had via use of beautiful photographs and architectural renderings. This collaborative engagement contributed to the sale of 136 El Camino Drive, which is one of the highest price per square foot office sales in Beverly Hills.