The Fitz
Multifamily Real Estate
Services
Competitive Research
Positioning
Competitive Strategy
Brand Architecture
As creative partners to The Fitz on Fairfax, we faced the challenge of positioning this brand-new boutique apartment community as a one-of-a-kind living experience in the heart of vibrant Los Angeles. Our comprehensive branding and marketing strategies aimed to capture the essence of West Hollywood’s creative culture while conveying The Fitz’s dramatic, cinematic vibe and amenity-driven lifestyle. With research-backed naming, vibrant creative, and strategic marketing campaigns, we positioned The Fitz as an upscale destination in the multifamily market.
CHALLENGE
In the core of dynamic West Hollywood, we needed deep insights into the market, competitors, and target demographic psychographics to make The Fitz stand out. West Hollywood renters were looking for far more than typical luxury – they wanted creative, experiential living spaces reflecting their vibrant lifestyles. Many competitive properties lack inspired branding and amenities. We faced the multilayered challenge of identifying and expressing The Fitz’s unique appeal.
INSIGHTS
In the core of dynamic West Hollywood, we needed deep insights into the market, competitors, and target demographic psychographics to make The Fitz stand out. West Hollywood renters were looking for far more than typical luxury – they wanted creative, experiential living spaces reflecting their vibrant lifestyles. Many competitive properties lack inspired branding and amenities. We faced the multilayered challenge of identifying and expressing The Fitz’s unique appeal.
SOLUTION
The name Fitz on Fairfax was inspired by the whimsy of the building’s design, which was a nod to The Grand Budapest Hotel. Incorporating elements of the roaring 20s and a style reminiscent of The Great Gatsby, The Fitz on Fairfax was chosen because it represents the tongue-in-cheek, playful personality of the building. The exterior of the building has a beautiful installation by artist Cliff Garten comprised of shiny, crystal-like pieces of glass that catch the sunlight.
The color palette drew inspiration from nature. Vibrant hues like saffron, paprika and turmeric evoked flavors
from regional cuisines including Chinese, Japanese and Thai. Soft watercolor textures and fluid brushstrokes
added a sense of heritage and serenity to the branding. The brushstroke pattern, reminiscent of spilled ink,
complements the traditional water–color styled graphics. Typography and imagery play a heavy role in
communicating visually to the consumer by evoking a feeling. This refined the restaurant in an elegant appeal
to the target demographicLeveraging our market insights, we crafted a highly stylized brand identity evoking 1920s extravagance to highlight The Fitz’s allure.
We developed a custom font and logo with exaggerated, angular strokes, conveying modern elegance.
The strategic use of vibrant colors, moody photography filters, and environmental graphics created an artistic, cinematic journey through the community. Cinematic marketing materials brought the brand to life.
The Fitz on Fairfax was one of the only buildings to have a rooftop pool and lounge at the time. The amenities are each unique and have their own personalities – from the lobby with pink flamingo wallpaper and the lacquered red elevator to the lush, landscaped courtyards and tiled grand staircase inspired by Spanish courtyard architecture. The website and visual content artfully spotlighted these dramatic spaces and the vibrant neighborhood. Strategic digital marketing fostered organic engagement and reach.
With integrated strategies tailored to our research, The Fitz successfully claimed its spot as an extraordinary WeHo living experience amid increasing competition.
Creative
Distinctive Market Positioning
Through in-depth market insights and competitive analysis, we discovered that West Hollywood renters sought unique, self-expressive living spaces. This led to the distinctive naming of “The Fitz on Fairfax” and the creation of a highly stylized 1920s-inspired brand identity. These strategic choices successfully positioned The Fitz as an extraordinary living experience in West Hollywood.
A Strong Visual Presence
Photography played a key role in shaping The Fitz on Fairfax’s brand identity. Moody filters, in line with the 1920s theme, gave the visuals an artistic, cinematic feel. Vibrant colors were strategically employed to infuse modern elegance and highlight the community’s distinct personality, effectively appealing to its creative target audience.
Strategic Branding
Our comprehensive approach to branding extended to creating a seamless experience, both physically and digitally. Strategic wayfinding and signage enhanced the community’s appeal, while meticulously designed collateral like floor plans and sell sheets provided clear visuals. Email marketing campaigns facilitated organic engagement, forging lasting connections between residents and The Fitz on Fairfax.
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