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The Purser Beach Residences

Multifamily

The Purser partnered with Tenderling to develop a compelling brand identity rooted in its historic location on the original Muscle Beach. The objective was to create a brand that honored the site’s cultural legacy while appealing to a modern audience.

Outline map of North America with a large dot marking a location on the southwest coast of the United States, likely indicating Los Angeles, California.
Open double doors with metal gates and white curtains reveal a beach scene with sand, people, and a swing set; two wall fountains are visible in the foreground.

Approach

We led a brand expansion that included visual identity development, strategic messaging and a custom website tailored to showcase the property’s distinct personality. Through a combination of coastal-modern aesthetics and history-inspired storytelling, we created a brand experience that felt both elevated and authentic.

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Services Provided

  • Brand Expansion
  • Brand Language Development
  • Marketing Collateral
  • Website Design and Development
  • Operational Collateral
  • Signage Design
  • Tone of Voice/Positioning
  • Brand Guidelines
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Text graphic with a white and yellow background; the words "I DREAMED, I DWELT AT THE PURSER" are displayed in blue and light gray font.
Three outlined acrobats form the shape of the letter "P" against a yellow and black split background.
A stack of business cards for "the PURSER" with a yellow and white design, displaying contact details for Monica Price in Santa Monica, California.
Text "the PURSER" is displayed over a white and yellow background with overlapping leaf shadows.
Three men in swimwear hold three women in a balanced human pyramid formation on a beach, with the ocean and sky in the background.
A yellow and white branded stationery set with letterhead, envelope, business card, notecard, and two green pencils on a neutral background. The brand name "The Purser" is visible.
A person wearing a striped shirt holds a yellow and white tote bag labeled "the PURSER" in front of leafy green plants.
Two closed books are lying on a wooden surface; one has a minimalist yellow and white cover titled "The PURSER," and the other has a black cover with a wavy pattern and a single yellow dot.
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