Stage on the 8th is a new mixed use real estate development project taking place in Westlake – a somewhat overlooked neighbourhood of Los Angeles. We were hired to develop the strategy and the identity of the brand by ACE Inc.

Our first task was to explore the mindset of tenants. To accomplish that, we performed surveys and conducted interviews with potential tenants. As a result, we created tenant personas, filled with actionable feedback.

Armed with invaluable insights regarding the needs, wants, and fears of the tenants who would consider living in Westlake, we embarked on a strategic journey to define the raison d’être, the value proposition, and the unique personality of the new brand.

To find a strategically-fit name for the brand, we audited the nomenclature of best practices. After a series of ideation sessions, we landed on Stage, a very bold name positioning the tenants as the actors and actresses of a drama. We supported the name with an inspirational tagline: Urban. Living. Refined. Finally, we brought the brand to life by creating an iconic, harmonious, yet eye-catching visual identity.