Located in Los Angeles’ Stadium District, The Anthem Hotel brings together the energy of live events with the trusted foundation of the Tapestry Collection by Hilton.
We partnered with the team to develop a bold, contemporary brand that reflects the culture and momentum of the neighborhood. From brand strategy through to website and on-property touchpoints, the work creates a cohesive system that translates that energy into a clear, memorable guest experience.
They needed a brand that could capture the intensity and cultural energy of Los Angeles’ Stadium District while operating within the expectations of the Tapestry Collection by Hilton. The identity had to feel distinctive and contemporary, without becoming overly thematic or losing the clarity and trust associated with the Hilton name. At the same time, the brand needed to translate seamlessly across a wide range of touchpoints, from digital experiences to on-property environments, ensuring consistency while still delivering a dynamic, high-impact guest experience.
Project developed at Craft & Root.
Project Objective
- Brand Ascension
- Brand Operations
Services
- Brand Strategy & Architecture
- Visual Identity Systems
- Digital Experiences
- Brand Standards & Guidelines
Project Outcomes
- Created a Mechanism
- for Operations
- Established a Brand for Cultural Resonance
- Accelerated Growth
“Craft & Root partnered with us to develop a comprehensive brand kit and website design for a hotel undergoing a full rebrand, and the experience was seamless from start to finish.”
Danielle DaSilva
Area Marketing Manager
We defined the brand’s voice, positioning, and narrative, then translated it into a flexible visual system inspired by live events. A modular language built around stadium light motifs extended across typography, graphics, iconography, and motion, creating a recognizable and adaptable design system.
This foundation was applied to the website, sales materials, and a wide range of on-property touchpoints, ensuring the brand could scale consistently across digital, print, and physical environments. The result was a system that not only captured the energy of the concept but also functioned as a practical tool for ongoing marketing and operations.
The hotel now presents a clear and recognizable identity that feels aligned with its surroundings while remaining consistent across every touchpoint. From first interaction on the website to the in-room experience, the brand delivers a cohesive and intentional guest journey.
This clarity strengthens guest perception, supports marketing efforts, and gives the team a system they can continue to build on as the property evolves, positioning The Anthem as a distinct presence within a highly competitive market.
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