The Taft Building has an extraordinary story to tell—a story that begins and ends with originality. Built in 1924 Hollywood’s first high-rise office building, the Taft cemented its role as a community incubator for world-class talent and bright ideas. Will Rogers, Charlie Chaplin,The Academy of Motion Picture Arts & Sciences, and a score of major film studios and publicists chose this historic building to house its offices.
Ocean West Capital Partners selected Flux Branding to craft an authentic brand for the property that reflected the buildings true character. Working with the progressive brokerage Industry Partners, Flux created a new graphic identity based on historical research. The resulting visual language captures the spirit of creativity in the building’s reputation. The project included brand positioning, logo, brochure and website.