Black background with white text logo that reads "the BEVERLY HILTON."

The Beverly Hilton

Hospitality
Positioning // Messaging // Identity Refresh // Collateral

THE ASK

Refresh the positioning, messaging, and visual elements to create new opportunities to differentiate this landmark hotel in the heart of Beverly Hills and attract a new generation of clientele.

THE INSIGHT

While many competitors used similar language, none of them could tout the same mid-century heritage of bold design and pioneering vision that is uniquely reflective of Los Angeles.

THE SOLVE

Lean into the striking design elements of the hotel and reclaim the original spirit of its development while keeping a modern mentality that keeps this nod to the past from becoming anything but “historic” feeling.  

THE OUTCOME

Seamlessly combining California living with warm hospitality and distinctly modern design, The Beverly Hilton is a contemporary icon that has helped to define the Los Angeles landscape.

STRATEGY & MESSAGING

  • We had a ball spending time on-property and getting to know not only the history of the space and its glamorous guest list, but also the staff, known for their warm and attentive service.

  • Embodying California cool; we captured the mid-mod essence of this visionary space and reimagined how they could use their glitzy past to keep them future-focused.

  • Late night romps and lavish awards ceremonies of the Hollywood set aren’t just photos on the wall, they are a promise of memories waiting to be made by any guest. We crafted a tagline that captured the hotel’s undeniably dazzling spirit of anticipation.

PILLARS

An Icon

Relationships matter to us

Personal Connection

Beacon for a creative class

Limitless Opportunity

Everyone feels like a star

Captivating Energy

California living within reach

TAGLINE

A black and white photograph of a man in a tuxedo holding an award, smiling at a woman with platinum blonde hair who is also smiling, with a man leaning in close to her. The phrase "Anything is Possible" is written in white cursive text in the lower left corner.

VISUAL IDENTITY REFRESH

  • Bringing in the warmth and vibrance of SoCal along with the glamour and magic that is the Hollywood lifestyle / rosy sunsets, champagne and truffles, a fine merlot

  • Pulled directly from the archives these fonts embody Beverly Hilton, past and present

  • Letterforms that have clean lines and evoke the golden age of Hollywood.

    These typefaces were also pulled from classic Beverly Hilton ephemera.

A collage of images and text promoting a pool event at the Beverly Hilton. Features a hotel building, swimming pool, vintage black-and-white photo of a man and woman dancing, and graphic elements like a plate, starburst designs, and patterned blocks. Text indicates the event is open daily from 5:00 to 8:00.
A color palette with digital color specifications, including tones called 'Serene Teal,' 'Beverly Hilton Red,' 'Merlot,' 'Champagne,' 'Hollywood Glow,' 'Fresh Linens,' 'Blush,' and 'Truffle,' each with their respective PMS, CMYK, and HEX values.

PATTERNWORK

Architectural floor plan with geometric tile designs, including square and rectangular patterns, drawn with detailed lines.

Historical
Architectural Reference

Black and white photo of a modern building exterior with a patterned wall and landscaping, featuring a grassy area and some plants.
A black-and-white photo of a man in a suit and a woman in a dress walking across a room, with modern interior decor.

Historical
Architectural Reference

TYPE STYLING

A promotional graphic for a hotel, featuring bold typography with the headline 'Limitless Opportunity' and a sub-headline 'Anything is Possible.' There is body text describing the hotel’s history and significance, along with an inspirational phrase 'Capturing Energy' at the bottom. The design includes decorative elements such as a starburst in the top right corner.
Close-up of a vintage-style advertisement or brochure text for The Beverly, describing luxurious rooms, private balconies, and glass-enclosed rooms.
Menu section with fruits, juices, cereals, and eggs. Items include fresh orange or grapefruit juice, grapefruit, sliced banana with cream, tomato, pineapple or prune, assorted fresh fruits, cereal with cream or milk, bran flakes, rice Krispies, pep, all bran, corn flakes, shredded wheat, grape nuts, post toasties, wheat oatmeal, wheatena, and eggs prepared by different methods.

Menu, 1962s

Advertisement, 1950s

CREATIVE EXECUTION

  • In room signage, notecards, blow dryer bags, even pens. Clever touched every element of your stay at the Beverly Hilton from the front desk to the notepads in room.

  • Client was looking to have a standardized system to use across ad sizes and one sheets. We created an ownable, dynamic and user friendly layout that conveys all the magic the hotel has to offer.

A collection of presentation slides and a brochure for Beverly Hilton, featuring information on color schemes, patterns, sizing, and usage guide with images of the hotel and design options.
Modern house with a white facade, decorative white block wall, green lawn, shrubs, and a blue sky with palm tree leaves.
Black and white image of three mannequins dressed in vintage clothing, walking inside a modern building with high ceilings and large windows.
A promotional display for The Beverly Hilton hotel, including branded items such as a letter, postcard, pen, and a privacy door hanger with the hotel logo and color scheme. The setup features a red plate, some green eucalyptus leaves, and office stationery on a white surface.
A box with a photograph of a white hotel building with balconies and a palm tree, and a light blue card reading 'the BEVERLY HILTON' placed on top.
A shopping bag featuring a black-and-white photo of palm trees in front of a hotel with balconies. The bag has red accents, including a red ribbon handle and a red label that reads "the BEVERLY HILTON."
Collection of Beverley Hilton-themed items including brochures, postcards, and decorations with images of the hotel, palm trees, and vintage photos.
Red and white invitation card for an event at Beverly Hilton, with space for event title, location, and time, featuring decorative stars and a patterned red border.
A white card with red and black text on a white surface. The card reads: "It has been a pleasure serving you. For removal of your room service tray or table, please call extension 53."
A flyer titled 'Turndown Service' resting on a glass table with a lamp and decorative items in the background.
Gift certificate with a photo of a plated steak dinner on a wooden serving board, featuring grilled meat, vegetables, and dipping sauce, for a restaurant named Circa 55.
Open magazine page featuring a luxury hotel in Beverly Hills, showcasing amenities, dining options, and health and wellness features with images of hotel rooms, a plate of steak, and a pool.
Open magazine spread with interior images of a hotel room, showing large windows with city views, and people sitting on a sofa. The page features the headline 'An Icon Reimagined' and details about the Beverly Hilton hotel.

Don’t take our word for it.
Let us connect you to our client partners to learn more about our journey together.

"Clever's strategic and creatively innovative approach brought immense value, enabling us to clearly define our offerings and position our hotel effectively during the $10M renovation."

— Sandy Murphy, General Manager
General Manager