An open invitation to change the world.

UCLA had a master plan for a hotel and conference center on campus. The entire property was based on a Greek agora, down to the olive trees that lined the front courtyard. They aspired to create a meeting place for great minds to have breakthrough discussions that could move our world forward.

The on-site accommodations are 5-star, and the conference centers and meeting spaces are world-class. The space also houses a collection of artwork, including pieces from Ed Ruscha and John Baldessari, and hosts guests that are thought leaders in their field from around the world. This was their olive branch to all the neuroscientists, physicists, engineers, thinkers, and makers-an open door for open minds.

The UCLA brand was all about light. Combining the bokeh-inspired hexagonal shape from the university brand with the leaves of an olive branch created a half-laurel. This was UCLA’s invitation to the world.

From full-page ads and custom invitations to the website and in-room collateral, every touchpoint was meant to welcome you in with open arms and prepare you to open your mind.