The Fleur Room: Los Angeles

The Fleur Room is a reservations-only cocktail lounge by Tao Group Hospitality, located on Sunset Boulevard in West Hollywood. The space blends nightlife, music, and hospitality into a high-end, immersive experience.

I led the development of the Los Angeles location’s visual identity, creating a cohesive system applied across digital, social, and print touchpoints. The goal was to establish a distinct brand presence that reflected the venue’s upscale nightlife positioning while remaining flexible for ongoing campaigns and events.

My scope included:

- Developing the core visual identity and art direction
- Designing campaign graphics and event visuals
- Creating print collateral and on-site materials
- Establishing social media direction and content systems

A key challenge was translating a layered, in-person nightlife experience into visuals that felt equally compelling across digital platforms. I addressed this by building a flexible visual system focused on strong typography, consistent tone, and assets optimized for social distribution and real-time content.

The final identity system ensured consistency across all brand touchpoints and supported ongoing campaign and event rollout, making the brand recognizable both online and in-person.