As part of a larger strategy to support the Arts, Westfield has partnerships with several educational and cultural institutions. There was a need to understand the company’s long-term objectives and formalize the program, starting with a UCLA design competition.
The brief was to create a name and identity for the program and produce the marketing for a UCLA Arts student competition to win a $200,000 commission for the opening of The Village at Topanga in Los Angeles.
The naming convention needed to be broad enough to accommodate as yet unseen opportunities so ‘The W Experience’ with it’s draftsman aesthetic conveys the considered nature of the program and the artistic work it produces.
Creative Director: Peter Donnelly Designer: Mike Phan Project Manager: Amy Chiang