Hollywood is more than a sign on a hillside. It’s a working neighborhood where storytelling happens every day, because the people who create culture live, work, and cross paths here. The Hollywood Partnership partnered with BLKDOG and Think Place Agency for business improvement district branding that makes the district easier to understand, navigate, and champion. The work built a unified story for the district, plus a flexible identity system that can scale across multiple character areas and audiences.
ABOUT
The Hollywood Partnership needed stronger alignment. With multiple nodes, stakeholders, and economic priorities in play, the goal was to create a shared narrative that could support marketing, investment, and on-the-ground activation. At the same time, it had to feel true to Hollywood, not a theme park version of it.
Our approach blended downtown improvement district branding best practices with place brand architecture, so the district could show up as one cohesive brand while still giving each area a distinct role, voice, and value proposition.
DELIVERABLES
- Brand Discovery + Research
- Messaging + Positioning
- Brand Assets + Sub-District Variations
- Digital Marketing Collateral
We started with on-the-ground discovery and stakeholder input, translating research and on-the-ground observations into a cohesive brand vision. Then we built a messaging framework for each of the six industry areas, including a sector name, short-form message, call to action, and content pillars aligned with target audiences.
Visually, we developed concept directions and refined a unified system that could flex across six sub-brands, each distinct, but clearly related. That system was then applied to investor-facing profile sheets, plus signage and advertising templates designed for real-world rollout across placements and formats.
Intentional brand architecture helps districts stay unified while letting each node lead with what makes it valuable
A clear tone of voice builds trust, especially when you’re speaking to residents, businesses, and visitors at once.
Scalable templates turn strategy into action, so partners can launch campaigns without reinventing the wheel.
Finally, we translated the strategy into tools that The Hollywood Partnership can use immediately, from profile sheets that support investment conversations to scalable signage and ad templates for district-wide rollout.
YOUR PROJECT COULD BE NEXT.
LET’S GET STARTED TODAY.
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