Marketing, Sales & Office Collateral for Livelle Mulholland
Livelle Mulholland is a high-end life plan community in Calabasas, California slated to open in 2028. I was part of the creative team that developed its branding, from the naming processes to its visual identity, and had previously worked with the client, California Commercial Investment, to launch the initial sales website and research survey for the development when it was called the Woodland Hills Life Plan Community.
The land where Livelle is being built was gifted to them by the Motion Picture and Television Fund and was previously undeveloped and farmed, a fleeting rarity in San Fernando Valley. While preserving some of the land for public space is part of the terms of conditions for acceptance, “Nature” was purposefully incorporated into the essence of the brand. Everything, from the naming convention of floor plans to the building materials used for construction, is designed to reinforce Livelle’s locality within Southern California and the natural environment surrounding the future community.
The projects below were chosen because they depict the final evolution of Livelle’s corporate identity, are customer-facing, and are ones where I was both art director and designer so the work is wholly mine. Additionally, I’ve designed print ads, direct mailers, invitations, business cards and other office materials.
When a Folder is an experience
Livelle needed a folder for their sales and informational materials they handed out when meeting with potential depositors and it was important to them the folder made a lasting impression both when it was handed to someone at the sales office and a week later when it was on their dining room table.
The folder needed to be practical because it might be carried around or put in a file cabinet but it was the one item that people would literally interact with at home, which led to an epiphany. If the act of opening the folder at home was more like the experience of visiting Livelle, the better chance we had of making the endeavor of reading sales materials a positive experience, nudging them in the direction of making a deposit. A case in point, the owner of the printer made a deposit after this project.
The simple cover design uses Livelle’s iconic hero image and conceals what’s to come. The glossy logo and soft touch coating adds a luxurious feel and a layer of obvious quality. The image is repeated on the inside but the mountains are die-cut and become the pockets of the folder while creating a three dimensional effect. Opening the left panel horizontally reveals a night-time scene in Livelle’s courtyard and was intended to make the viewer feel like they are peeking into the community from the overview of the Santa Monica mountains.
Presenting a better story
I worked with Livelle on designing two sales presentations, one to reveal the floor plans and one, much larger overview, for priority depositors. Creating a branded design the sales team could then use was the goal, but for the overview presentation I also worked with them on crafting a better story for the audience by rearranging the order of the topics presented.
Functional office décor
I designed a colorful series of posters including a map of the surrounding area’s attractions in Calabasas for Livelle’s sales offices.
Future Site Fence Wraps
The land that Livelle is being developed on has been essentially unchanged for decades so they wanted to raise the visibility of the project to people who live in the area.
I designed a series of colorful fence wraps for various locations along the existing property’s fences. They emphasize various qualities to be found at Livelle. Along Mulholland Drive, where the current parking lot is and main gate will eventually be located, their tagline and more information are displayed for interested passersby.
