UCLA – Luskin Conference Center

It was controversial to conceive a UCLA conference center in the heart of Westwood. There was significant push back from the community, and not a clear understanding of what the significance of the center represented for the community. UCLA is the #1 Public Research University and it was deserving of having a place for the worlds thought leadership to convene and share ideas on how to lead the world forward. The accommodations were to be 5-star, and the meeting spaces world-class. A place respectful of the surrounding community, tasteful beyond all imaginations, and would host guests from around the world, leaders in their respective fields to exchange ideas, a place that at any moment, could be the moment that changes everything. It was imperative to treat every aspect of the new Luskin Conference Center with utmost care, every detail was scrutinized. The entire property was inspired by the Greek agora, down to the olive trees that lined the front courtyard. It was to be LEED Platinum-certified and embraced the warm open air and light of Southern California. The marketing and branding solutions must have the same care and attention to detail, must be reflective of the sharp talent it was to it was to attract, and be a beacon for UCLA. We intercepted some work in progress and began to intervene heavily. We only had one chance to do it right and I wasn’t comfortable until it was. The identity was a balancing act challenge of campus guidelines, donor vision, hospitality needs, UCLA branding as well as something unique and fitting for such an amazing conference center. Several art directors were involved but the final solution was handled by a very talented art director by the name of Hari Skourtis, (he hit the nail on the head). A strong element for the UCLA brand was the effervescent light represented at times by “molecules”. We combined the molecule light shape with the idea of an olive branch, an offering of peace and a nod to the ‘agora’. This was UCLA’s invitation to the world. Open doors for open minds. We created everything the hospitality team needed to launch and sustain the Luskin Conference Center. From ad campaigns, outreach tactics, website, style guides, sales materials, in-room collateral, brand toolkit, and more. The team was able to carry a consistent narrative through every touchpoint of the brand, including an interactive grand opening. To date, the solutions have held up well, and the Luskin team continues to respect the standards and implement well in their efforts.