Decorate California’s most glittering city for the holidays—in a way that emphasizes “togetherness” for the millions who visit and live in the City.

Create a vibrant, flexible decorating scheme with modular building blocks mapping to different cultural groups.

Bring these building blocks together to create a feeling of warmth and community (togetherness).

Ensure the creative scheme works across all platforms—including out-of-home, print, social media, and motion graphics.

At the heart of the solution—a set of eye-catching streetpole banners, with themes mapping to specific communities:

• Hanukkah

• Christmas

• New Year’s

• Winter Wonderland

Even with the Hanukkah- and Christmas-themed banners, care was taken to avoid overtly religious symbolism and focus more on the festive elements.

This series of colorful multicultural streetpole banners lined all the City’s major boulevards.

This series of streetpole banners formed the basis for a complete, Citywide decorating scheme. From these core elements, we created signage, trolley wraps, gobos, window-clings, fence screens, and many other elements to adorn the City.

SMBLZ created a Citywide decorating scheme in 2021, and Beverly Hills used it for three years. In 2024, the City re-enlisted us to dream up a new scheme!

Both times (2021 and 2024), we delivered a wide array of creative elements:

• Streetpole banners

• Metro decals

• Gobo projections

• Trolley panels

• A-frame signs

• Asset library

And we delivered a handy Style Guide to help City staff as they build upon the core assets library.