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 Downtown Los Angeles gathering place for culture and progress. Before its post-restoration reopening, Agency689 translated that history into a relevant hospitality brand spanning strategy, identity, launch direction, photography, and guest experience.
Agency 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 System and Collateral
A working system for the full hotel experience.
The brand book established identity, voice, visual texture, photography, and application standards. Printed collateral then carried that system through communications, rooms, shared spaces, dining, events, and launch materials without making every experience feel identical.
03 / Hospitality Photography
Making the restored experience visible before opening day.
Model-room photography gave the restoration its first public expression. Fig-leaf wallcoverings, warm plaster, custom furniture, art, and architectural details became a marketable visual story true to the renewed hotel.
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