Case Study: Hotel Figueroa renews its historic hospitality brand with Agency689

Hotel Figueroa reopens in 1926 landmark style with Agency689

Hotel Figueroa, a historic hotel in Downtown Los Angeles, required a renewed brand identity to mark its post-restoration reopening. The challenge was to translate its unique history as a hotel created by and for women into a relevant and modern hospitality brand. Agency689 was engaged to provide a comprehensive solution including hotel brand strategy, visual identity, and launch direction.

Agency689 developed a brand system anchored by a distinctive handwritten logo, designed to feel personal and expressive. The solution included a full brand book, photography direction to showcase the restoration before opening, and extensive collateral for the guest experience. This approach successfully reintroduced the landmark hotel with its history intact, creating a marketable visual story true to the property's roots in Los Angeles art and culture.

Hotel Figueroa