Positioning a Luxury Property for Launch

Innovation Protocol partnered with Kennedy Wilson, a global real estate investment company, to create a comprehensive brand identity and website 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 Perreira, the visionary behind San Francisco’s Transamerica Tower 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, and microsite 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. Innovation Protocol took an elevated and minimalist approach to the design of the website, using the building’s tall windows, natural lighting, open spaces, and industrial yet modern amenity spaces to inform the approach to color and typography.

The website enabled Kennedy Wilson to illuminate the story of 136 El Camino, including its compelling location and features, to any interested parties. This collaborative engagement contributed to the sale of the property, which is one of the highest price per square foot office sales in Beverly Hills.