Project Overview

Holland Residential set their sights high when they broke ground on what will become Koreatown LA’s most elevated high-rise luxury apartment building. To help establish a namesake and placemaking brand identity, they turned to Incubate for help in capturing what it means to live in luxury hospitality at the epicenter of LA culture, art, and culinary adventure. Hallasan, meaning “high enough to pull the universe,” is the name of South Korea’s highest mountain where we found inspiration from its status as an active volcano–always in the process of reinventing itself, much like the people of LA. The Hallasan logo mark references this sense of status and culture with its gestural, peak-like brush stroke and gold accents to represent the sunshine and glamor of LA. This language extends throughout the rest of the property’s branding, through its writing & tone direction, photography direction, interior and exterior signage direction, on-site experiences, marketing materials, advertising, website direction, and branded collateral.

Services

Placemaking
Hospitality Branding
Brand Strategy
Creative Direction
Art Direction
Design
Illustration
Copywriting
Naming
Production

Influencer event ideas curated to attract new clientele to the building while simultaneously elevating the neighborhood of Koreatown.