LOS ANGELES—Caruso Affiliated is now Caruso. The landmark Los Angeles real estate developer is changing its branding to reflect the firm's evolution and commitment to focus on hospitality. The new name comes with a new logo modeled after company founder and CEO Rick Caruso's signature. To find out more about the new branding and what this means for the company—including what we can expect in 2017—we sat down with Judy Johnson, CMO of Caruso, for an exclusive interview.
GlobeSt.com: Tell me about the new brand identity for the firm.
Judy Johnson: We wanted to refresh and contemporize our identity to reflect our priorities and core values. We worked closely with the internationally recognized branding and design firm Pentagram on our new brand architecture, brand strategy, brand narrative and identity project. This strategic body of work looked at our competition, our company, and our various audiences important to our company's success, and developed a new approach to how we visualize and speak about our company and its differentiated approach to development and retail.
GlobeSt.com: What was the impetus for the shift in brand identity?
Johnson: We've been in this business for almost 30 years, and we have evolved and grown tremendously in recent years, bringing the Caruso brand into mixed-use office space, residences, and soon, hotels. We have always been in the hospitality business, and this new identity humanizes our brand and brings to life the unparalleled care and service we have been providing to our guests from the very beginning. We wanted a way to create greater brand and collection awareness, create brand elasticity to move into new markets and products, and to create a long tail to move our guests around to these new markets and products. Now was the time with five projects on the slate from 2016-2018.
GlobeSt.com: Can we expect to see any changes in the company, either in terms of strategy or focus, as a result of the new branding?
Johnson: We are always committed to building beloved spaces filled with great hospitality. We love to delight people and be ever changing in terms of our curated offering of restaurants, stores, pop-ups and entertainment/events. We will continue to look for great opportunities to provide best-in-class service and experiences to our guests and tenants at every property and in our new endeavors.
GlobeSt.com: Any other new plans on the horizon for 2017?
Johnson: We have an exciting year ahead; we are currently investing more than $1 billion in new projects and lines of business, including a five-star beach-front resort in Montecito; a mixed-use luxury high-rise residential tower in the heart of Los Angeles; and mixed-use dining, entertainment and retail collection in Pacific Palisades. We're pleased to bring these projects to life for the local communities they serve and guests from around the world.
LOS ANGELES—Caruso Affiliated is now Caruso. The landmark Los Angeles real estate developer is changing its branding to reflect the firm's evolution and commitment to focus on hospitality. The new name comes with a new logo modeled after company founder and CEO Rick Caruso's signature. To find out more about the new branding and what this means for the company—including what we can expect in 2017—we sat down with
GlobeSt.com: Tell me about the new brand identity for the firm.
GlobeSt.com: What was the impetus for the shift in brand identity?
Johnson: We've been in this business for almost 30 years, and we have evolved and grown tremendously in recent years, bringing the Caruso brand into mixed-use office space, residences, and soon, hotels. We have always been in the hospitality business, and this new identity humanizes our brand and brings to life the unparalleled care and service we have been providing to our guests from the very beginning. We wanted a way to create greater brand and collection awareness, create brand elasticity to move into new markets and products, and to create a long tail to move our guests around to these new markets and products. Now was the time with five projects on the slate from 2016-2018.
GlobeSt.com: Can we expect to see any changes in the company, either in terms of strategy or focus, as a result of the new branding?
Johnson: We are always committed to building beloved spaces filled with great hospitality. We love to delight people and be ever changing in terms of our curated offering of restaurants, stores, pop-ups and entertainment/events. We will continue to look for great opportunities to provide best-in-class service and experiences to our guests and tenants at every property and in our new endeavors.
GlobeSt.com: Any other new plans on the horizon for 2017?
Johnson: We have an exciting year ahead; we are currently investing more than $1 billion in new projects and lines of business, including a five-star beach-front resort in Montecito; a mixed-use luxury high-rise residential tower in the heart of Los Angeles; and mixed-use dining, entertainment and retail collection in Pacific Palisades. We're pleased to bring these projects to life for the local communities they serve and guests from around the world.
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