The Fitz on Fairfax is a boutique apartment community in the heart of West Hollywood — a building whose architecture, amenities, and personality are unlike anything else on the block. The name was inspired by the building's own design language: a nod to the Grand Budapest Hotel, the roaring twenties, and the tongue-in-cheek elegance of a Gatsby-era social scene. Uncomn was brought in to build a brand worthy of it.

Challenge

West Hollywood renters aren't looking for generic luxury. They're creative, culturally literate, and deeply skeptical of buildings that look like every other new delivery on the market. The Fitz needed a brand identity that matched the drama of its physical space — a rooftop pool and lounge, pink flamingo wallpaper in the lobby, a lacquered red elevator, tiled Spanish courtyard staircases — and positioned the property as a genuine lifestyle destination, not just another apartment.

Solution

We led the full brand build: competitive research, positioning strategy, naming, visual identity, website, signage, and content. The Fitz on Fairfax identity draws on 1920s extravagance filtered through a modern West Hollywood lens. We developed a custom logotype with exaggerated, angular strokes — modern elegance with a theatrical edge. The color palette pulls from nature and global cuisine: saffron, paprika, turmeric, anchored by soft watercolor textures and fluid brushstrokes that give the brand a sense of heritage and warmth. Moody, cinematic photography brought the brand's personality into every digital and physical touchpoint — from the website and social content to leasing signage and collateral. The result is a brand that's as distinctive as the building itself.