The NEXT level of luxury brought to Koreatown in LA
Fifield in Chicago and Century West in Los Angeles formed a partnership to develop a few upscale, modern buildings in multiple locations that would feature similar finishes and architectural details.
To amortize branding and marketing costs across multiple properties, we proposed a master brand called "Next" that was applied to many different locations, including Next Chicago, Next on Lex in Glendale, and Next on Sixth in LA's Koreatown. The brand identity we created appeals to brand-savvy demographics—and also featured the ability to be highly customizable depending on location. For instance, the website we created for Next on Sixth had a button that allowed you to translate the entire site into Korean to best serve the local population.