flux branding

Project Spotlight: The Hubb

Where Work + Life Connect
The Hubb is a newly renovated office complex located in the heart of Downtown Long Beach’s historic core. Recently acquired by Ocean West Capital Partners, Flux Branding was selected to develop a new brand identity to support a repositioning of the property from its former mundane market perception.

The property, which occupies the majority of the city block at Pine and Broadway, was built with a huge outdoor plaza that had never been well utilized. OWCP invested in a major renovation project to integrate and repurpose that outdoor area, modernizing the property and expanding the usable space with the new WorkPark.

The resulting brand revolves around that central space, forming an axis about which the people who work there extend into the urban surroundings. Flux crafted the name, logo, visual identity system, website and print collateral to support a series of successful leasing efforts.

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