Broadway Lofts DTLA
Bringing Back Broadway
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Bringing Back Broadway
It’s 2014, and DTLA — “Downtown Los Angeles,” for the uninitiated — is busy becoming the center of the known universe. Take a trip over to 430 South Broadway, in the heart of the bustling Theater District, and you’ll find the historic former Bumiller-Blake building, recently restored and now home to 58 modern lofts. Working with ICO Group, we designed a brand that emphasized the building’s iconic qualities: its rich history, and its central place in the new and booming DTLA.
Welcome to the prime place to live in LA’s coolest location. In downtown’s crowded real estate market, Broadway Lofts DTLA’s’ brand assets were built to stand out, from the vintage-look logo to the image- and feature-rich website.
With an easy application process and digital portal for residents, Broadway Lofts DTLA had the tools to attract its first residents — and keep them happy, too. It looks like ICO’s bound to have their “no vacancy” sign lit for quite some time (with apologies to prospective residents).
ICO’s team briefed us on the building’s rich history as a former theater, and on the unique specs of its renovation. The Lofts would stand out in a number of ways: Innovative light wells and outdoor catwalks ran through the center of the building. Exposed brick, modern amenities, and a metallic and neon-green color palette combined to create the perfect old-meets-new vibe. And then there was the neighborhood itself, of course.
The ICO team also shared with us their greater vision for the project. More than just a mixed-use property with 4000 square feet of front footage, they saw the Lofts as a leader: In booming DTLA, here was a symbol of the movement to Bring Back Broadway.
The Bumiller would be among the first historic buildings on Broadway to be converted to modern live-work lofts. ICO’s leadership group wanted to take on an iconic name: one that could own the prime Broadway location. From several options spanning the creative (e.g., Wonderland 58, The Vignette on Broadway) to the direct, Broadway Lofts DTLA was the choice.
Our designers then created a logo that complemented not only the name, but also the building’s color scheme. The chosen logo reflects the history of the Bumiller building and its location, while modern touches suggest its role in the 21st century resurgence of DTLA.
Responsive Design
Online Renters Portal
Testing & QC
The Brand Messaging targets an audience of young professionals and baby boomers, the driving demographic behind LA’s re-urbanization. For them, the building’s location — blocks from the city’s best bars and restaurants, the ease of public transportation, and so on — is its greatest amenity. The content emphasizes this all-important factor.
Featuring stunning images of the lofts and the Broadway district, our designs combine a modern industrial color scheme with neon green accents — colors reminiscent of the building’s interior design. Potential tenants can browse through available units using our slick navigation tool, while a list of neighborhood hotspots paints a compelling picture of life on Broadway.
Responsive design optimizes the viewing experience and lets you check out the lofts virtually, and on any device. An online leasing portal makes it easy for potential tenants to schedule a viewing appointment or send an application, while current tenants can easily manage their rent.
The Brand Messaging targets an audience of young professionals and baby boomers, the driving demographic behind LA’s re-urbanization. For them, the building’s location—blocks from the city’s best bars and restaurants, the ease of public transportation, and so on—is its greatest amenity. The content emphasizes this all-important factor.
Featuring stunning images of the lofts and the Broadway district, our designs combine a modern industrial color scheme with neon green accents — colors reminiscent of the building’s interior design. Potential tenants can browse through available units using our slick navigation tool, while a list of neighborhood hotspots paints a compelling picture of life on Broadway.
Responsive design optimizes the viewing experience and lets you check out the lofts virtually, and on any device. An online leasing portal makes it easy for potential tenants to schedule a viewing appointment or send an application, while current tenants can easily manage their rent.
The custom-designed resident portal provides the building’s new management with an easy, cost-effective way to receive rent payments, answer maintenance requests, and more.
"Thank you to Sam and the entire Knightsbridge team for a wonderful job on the logo & website for The Broadway Lofts DTLA. As a project in one of the most vibrant parts of DTLA, The Broadway Lofts DTLA presented a unique task: how to differentiate a unique live/work loft project with unique architectural attributes to an educated, stylish and sophisticated audience? The Knightsbridge team did a wonderful job of understanding our project, its history and its modern aesthetic, and translated all of this in a vernacular that is fresh, exciting and relatable to our target demographic. Thank you, Knightsbridge, for a job very well done!”
