A landmark identity shaped by history, creativity, and a distinctly Los Angeles sense of place.
00 / Overview
A progressive Los Angeles hotel, reintroduced with its history intact.
Hotel Figueroa opened in 1926 as a hotel created by and for women, then became a gathering place for creativity, culture, and progress in Downtown Los Angeles. As the property prepared to reopen after a major restoration, Agency689 translated that history into a relevant hospitality brand through research, strategy, visual identity, launch direction, photography, and practical guidance for the guest experience.
Role Launch Brand Direction
Client Hotel Figueroa
Services Research / Hotel Brand Strategy / Visual Identity / Logo Design / Photography Direction / Marketing Consultation / Hospitality Collateral
01 / Logo Design
An identity with a human signature.
Artists sign the work they believe in. That idea shaped the handwritten Hotel Figueroa mark. Personal and expressive, it presents the hotel as something authored rather than manufactured, a fitting gesture for a property rooted in Los Angeles art, culture, and social progress.
02 / Brand Guidelines
A working blueprint for the full hotel experience.
The brand book translated the idea into guidance for identity, voice, visual texture, collateral, launch materials, and property applications. It gave internal teams and creative partners a shared standard while keeping the brand practical across guest touchpoints.
03 / Hospitality Collateral
A consistent sense of place at every touchpoint.
Printed collateral and property applications carried the identity into communications, sales materials, rooms, shared spaces, dining, and events, connecting the hotel’s experiences without making them feel identical.
04 / Hospitality Photography
Making the restored experience visible before opening day.
Model-room and property photography gave the restoration its first public expression. The images brought together fig-leaf wallcoverings, warm plaster, custom furniture, art, bathrooms, lounges, and architectural details in a marketable visual story true to the renewed hotel.
