Rising Real Estate had a pretty unique branding challenge. They needed to rebrand the Title Insurance Trust building in Downtown Los Angeles. After a massive renovation, the building would now be used for high-end retail and creative work-spaces. This 1928 office building is listed as a Los Angeles Historic Cultural Monument, but had a name that was obsolete and had little draw for attracting new tenants.
We wanted to create a new identity, but also keep so much of the rich history of the building and its role in Downtown. We renamed it simply ‘The Trust Building’, and built a logo, color palette, and typography system that paid tribute to the heritage without looking overly retro. We created a tone of voice and personality for the brand that spoke to the sophisticated history of the space, but modernized to relate to an upscale yet creative audience.
Logo Design / Logo System
Type System / Color Palette
Tone of Voice / Brand Copy