Founded over a century ago as the nation’s first luxury hotel designed for businesswomen (husbands were consigned to their own floor)… converted to a motor inn in the 50’s… revamped again in the 70’s as a bohemian, Morrocan-themed pleasure palace (complete with live camels)… revived in the 80’s and 90’s as an artist’s den (Prince filmed a video there), The Figueroa had since fallen into disrepair and slipped off the cultural radar. However, the bones of a great hospitality experience were still there: iconic architecture, a lush courtyard pool, multiple F&B venues, and an ideal location in the heart of downtown LA.

Instead of wiping the slate clean, we chose to infuse the hotel’s colorful history, quirky features, and beloved place in DTLA culture into the new brand. We dug through historic logos. We unearthed vintage photos and advertisements. We developed spot illustrations of the building’s unique visual profile and most iconic details. The result was a new positioning, identity, materials, and narrative that honored the past while generating newfound relevance for today’s audiences.