Altitude Design Office joined the project team early on and conducted research including stakeholder interviews, a review of the competitive landscape, neighborhood walking tours, and photo documentation, in order to dig deep into the project’s potential and to recommend a strategy that would position Llewellyn as a unique neighborhood hub and connector.
Llewellyn sits on the former site of the Llewellyn Iron Works, which produced the iron and steel that built much of early Los Angeles. Inspired by that history, Altitude developed branding with a modern ease and sophistication that references the past, paralleling the building’s architectural and interior design and the neighborhood’s evolution. Every touchpoint, from the stationery system and marketing one-sheets to the temporary Airstream trailer leasing office and website, feature the Altitude-designed logotype, logo mark, colors, fonts, and approach to photography.
A palette of dark steel blue and copper reflects Llewellyn’s industrial roots, while the primary logotype and double-L logomark establish the look of a brand that is high-end without being pretentious, and approachable without being overly casual. The primary and secondary fonts are similarly chosen not only for legibility and versatility, but also to showcase modern elegance mixed with warm friendliness. The approach to photography—for both a selection of stock imagery and a neighborhood photo shoot shot by Altitude—sets a similar tone, with an emphasis on natural light versus the oversaturated, overly retouched images common in real estate marketing. Clothing and styling evoke fashion-forward Los Angeles, and the photography incorporates the brand palette, including the use of green through plant life and images of the park.