Junction Brand Positioning for Flux Branding

MARCH 2 3, 201 7 THE JU NCTIO N | BRAND POSITIO NING R1

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THE JUNCTION Brand Positioning R1

ABOUT THIS BOOK This book was written to share the fundamental core of the Junction brand with you. This brand positioning serves as the internal foundation for all expressions of the Junction identity, culture, messaging and creative collateral. Your brand positioning should act as a blueprint – something you can use to build from and measure against.

CONCEPT

01

PROPERTY

02

AMENITIES

03

LOCATION

04

TENANT

05

MESSAGE

06

NAME & TAG

07

FACTS

08

TEAM

09

USE THIS BOOK AS → A strategic and tactical document that paves the way forward

→ A quick and easy reference for external creative and marketing teams

CONTENTS

→ A key that informs the visual language and style of all collateral as well as the voice and tone of all attendant copy → A reviewing tool to help ensure the consistency and integrity of all produced content and communications

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→ A n internal resource to rally employees around a clearly articulated and inspiring vision

01

JUNCTION+Living The concept JUNCTION+Living sets the stage for creative messaging that strategically connects the audience with ideas, actions and expressions that resonate with their lifestyle.

The use of the plus sign communicates this connection in a symbolic way, using a character mark rather than words.

By visually positioning the passions of urban enthusiasts in direct relationship to the property, we automatically connect Junction with their most treasured ideals. → T he character mark reflects the ongoing trend to abbreviate words → T he plus sign is a symbol of positivity.

It is also reflective of an intersection. → Appeals to a youthful, digitally-focused generation

MESSAGING

ALTERNATES

JUNCTION+Explore JUNCTION+Discover JUNCTION+Art JUNCTION+Music JUNCTION+Fashion JUNCTION+Film

JUNCTION>Living JUNCTION:Living JUNCTION/Living F L U X B R A N D I N G | 03 2 3 1 7

CONCEPT

→ The concept is simple, direct, fresh and bold

THE JU NCTIO N | BRAND POSITIO NING R1

CONNECT WITH WHAT’S NEXT

Featuring long, curved lines that naturally follow the land, Junction is a building that inspires. Prominently located and highly visible, five distinct buildings come together in a modern interplay of form and structure.

Designed by world renowned architect, Johnson Fain, a metal and stucco exterior leads to intelligently designed spaces raised above ground, creating a private environment.

Globally inspired interiors utilize natural, artistic elements, and cross-cultural references result in an approachable, elegant vibe. → 5.7 acre site

→ O pen and closed floor plans

→ 725 units

→ B alconies on select units

→ Raised podium

→ P ark views

→ Studio, 1 and 2 BR

→ O nsite retail and grocery

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PROPERTY

02

By dividing up the property into three distinct components, we create targeted talk tracks that correspond to three unique audiences – residential, commercial and the community at large.

→ S tudio, one and two bedroom apartments become the foundation for urban living

JUNCTION+Flats

→ M odern appliances, designer finishes, and clean, minimal elements are the blank canvas from which to create big ideas → T enants choose from open or closed floorplans, balconies, and park views

→ M ultiple onsite retail including a top tier grocery store support healthy living

JUNCTION+Shops

→ M odern conveniences and daily essentials satisfy residents’ needs → I ndie boutiques and cafes attract DTLA locals creating a built-in community

→ A gathering place for residents and locals to cross paths and connect

JUNCTION+Point

→ S pectacular views of The Cornfields and groomed dog park offer the perfect spot for animal lovers → D irect retail access provides the ideal complement to an outdoor hangout

JUNCTION+Flats

TURN ON. TUNE IN. HANG OUT.

AMENITIES

Both retreat-inspired and social amenities allow residents to share experiences with a community of urban enthusiasts who share similar passions and care about their community. Junction’s lush amenities deck features stylish outposts and luxe social spaces to soothe the soul and connect with what’s next. Ground level retail provides daily essentials. Bike storage and electric car charging stations keep tenants moving forward.

JUNCTION+ Sweat

A two-story 6,500 sf state-of-the-art fitness facility provides the latest cardio equipment and classes to keep residents in top shape.

– a vibrant, active space featuring entertainment bar, private room and pool access CLUB LOUNGE

– a quiet space for work or rest with study pods, indoor/outdoor kitchenette and pool access RETREAT LOUNGE

JUNCTION+ Lounge

– located on the fifth floor, the skydeck is the perfect space to watch the urban action or to just lay low SKYDECK

– An intimate spot at the Northern tip to share a glass of wine and take in the park views LOOKOUT

BIKE STORAGE

JUNCTION+ Extras

DOG PARK ELECTRIC CAR CHARGING STATIONS ONSITE RETAIL AND GROCERY

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03

JUNCTION + Swim

Two sparkling pools surrounded by cabanas, indoor/outdoor kitchens, BBQ’s, firepits and lounge seating make swimming at Junction merely a suggestion.

04

DTLA’S NEW STOMPING GROUNDS

ART ■ ■ ■ ■ ■ ■ ■

The Music Center Disney Concert Hall The Broad M OCA Geffen Contemporary Hauser+Wirth A +D Architecture and Design Museum

TRANSIT ■ ■

Metro Station Union Station

FOOD ■ ■ ■

Grand Central Market Whole Foods Ralphs

CULTURE ■ ■ ■

Old Chinatown Olvera Street J apanese American Museum

NATURE ■ ■ ■

ENTERTAINMENT

LA State Historic Park LA River Grand Park

■ ■

■

■ ■

Row

■

SCHOOL ■

■

■

WORK ■

■

■

Sci-Arc FIDM Central Library

■

Dodger Stadium Figat7th LA Live Staples Center LA Convention Center Ace Theater The Orpheum Theater The Bloc The Santee Alley

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LOCATION

Located at the intersection of all things DTLA, Junction is a place to connect. Immediately adjacent to Chinatown and The Cornfields, Junction seamlessly merges park and city together. Across the street from the Metro Station and down the street from Union Station, Junction brings the city, country and world in closer view.

PROGRESSIVE URBANITES UNITE

TENANT

Educated, smart and savvy, Junction residents are progressive, early adopters who are socially and culturally aware. Ethnically diverse and renters by choice, the ideal tenant seeks a downtown experience that provides the culture they love and the conveniences they need.

URBAN ACHIEVERS

→ Young,

ethnically diverse couples in their 30’s

→ College

educated, lifestyle driven and climbing the corporate ladder downtown

→ Prefer

a lifestyle in the city with downtown walkability

→ Second

generation Americans with strong ties to culture

→ Trading

in nightlife for green space, fitness facilities and healthy conveniences

→ Traded

in their car for a TAP Pass and Uber App

→ Prefer pets to children, for now

→ Found:

eating at Bottega Louie or out at The Standard rooftop bar

→ Interests:

new cuisine, art galleries, healthy lifestyle

→ Buy:

groceries from Whole Foods, the latest tech gadget, boutique fashion

PROGRESSIVE ENTHUSIASTS

EMPTY NESTERS

→ Environmentally

conscious urban pioneers interested in nature, culture and politics

→ 45–64

year-olds who are active and love to travel

→ Identify with the modern counter-culture

→ Professionals

who want to be closer to their jobs

→ Involved

in - art scene, film and music, environmental and animal non-profits → Found:

buying local produce from farmers markets, shopping at repurposed clothing boutiques and practicing yoga

→ Enticed by downtown’s cultural offerings

→ Looking

to downsize their home after their children leave for college → Enjoy

the social amenities, park access, DTLA cultural entertainment and dining out

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05

DOWNTOWN DUOS

THE NEW GO-TO

06

More than a place to live, Junction is an epicenter for connection in DTLA. An entry to new urban landscapes, a meeting ground for cultural enthusiasts and a retreat zone for active professionals, Junction is the place to live what’s next.

A new city center with direct access to The Cornfields, Metro Station and Chinatown, Junction is your gateway to discovery. Indie boutiques, healthy markets, luxe lounges and a cutting edge fitness facility keep you focused, inspired and connected.

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R1 3 21 17

MESSAGE

Junction is an intersection of culture, convenience and style. Both stimulating and serene, Junction brings global inspired living to the local level.

THE JUNCTION BRAND POSITIONING

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07

The Junction

The Junction

MODERN FLATS IN DTLA thejunctionla.com

PROGRESSIVE DTLA APARTMENTS thejunctionla.com

Junction

Junction

INSPIRED DOWNTOWN APARTMENTS junctiondtla.com

ECLECTIC APARTMENTS IN DTLA junctiondtla.com

Connect to Living

Join in.

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NAME & TAG

Live Local. Think Global.

Live What’s Next

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ADDRESS

PARKING

129-125 W College Street Los Angeles CA 90012

1 subterranean & 2 above grade levels

CROSS STREETS

DEVELOPER

N Spring Street / W College Street

Atlas Capital Group

SQUARE FOOTAGE

PROPERTY MANAGER

Approx. 1,041,000 sf

Atlas Capital Group

AVAILABILITY

BROKER

Summer 2020

Atlas Capital Group

FEATURES

ARCHITECT

Mixed use (residential and retail)

Johnson Fain

900 stalls

Chinatown and Cornfield adjacencies High visibility

BRANDING

Immediate transit access

Flux Branding

Unique proportions Raised interior podium

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FACTS

Amenities deck

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DEVELOPER & PROPERTY MANAGER

INTERIOR DESIGN

Atlas Capital Group

Degen & Degan

Atlas Capital Group, LLC is a full service real estate investment, development and management firm. We specialize in repurposing and repositioning existing properties, as well as assets with specific issues such as incomplete construction, leasing risk, legal disputes, and inefficient expense management.

Founded in March, 2006 Atlas’ portfolio consists of over $2.5 billion of residential, office and retail assets in New York City, Boston, Washington, D.C., Los Angeles, Miami, London and Dublin.

D&D is a full-service architectural and interior design firm providing Design Excellence for the hospitality industry through the integration of architecture and interior design. We attribute our success to a deeply rooted understanding of hospitality, our talented team, and the lasting relationships that we have forged with clients over the years. Our work has expanded throughout the United States, Canada, and Asia. Our clients include major international hotel companies as well as independent owners and developers.

atlas-cap.com

ddseattle.com

ARCHITECTURE

BRANDING

Johnson Fain

Flux Branding

During the past 25 years of professional experience in the United States and overseas, Johnson Fain has established itself as an architecture, planning and interior design firm known for its creative approach to the built environment. Scott Johnson, FAIA, Design Partner, and William H. Fain, Jr., FAIA, Partner for Urban Design and Planning, lead a diversified office of 60 professionals. The American Institute of Architects has recognized Johnson Fain with numerous awards at the national, state and local levels.

Flux Branding is a savvy, identity-driven creative branding studio that crafts, develops and launches out-of-the-box brands into stardom. Located in the heart of LA’s downtown Arts District, Flux specializes in the way your brand is seen, felt and experienced. Like our name implies, we facilitate the flow of change, stimulating chain reactions that transform powerful brand positioning into ultimate brand immortality. fluxbranding.com

johnsonfain.com SIGNAGE

Davies Associates’ team of talented designers works closely on all projects, resulting in innovative and effective design solutions tailored to each client and environment.

With experience in graphic design, industrial design, advertising, fine arts and architecture, our team approaches each project with fresh ideas and a commitment to quality design. We value close communication with our clients and take great pride in providing the best service possible throughout the entire design process. daviesla.com

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TEAM

Davies

Thank YOU

1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com