the challenge.

Reimagine and relaunch a hotel restaurant experience in a space burdened by negative perceptions. The Sheraton’s previous restaurant and bar had long been dismissed by locals and past guests as outdated and underwhelming—an afterthought rather than a destination. Our goal was to shift this narrative completely: to introduce a bold, elevated dining concept that not only broke with the past but sparked curiosity and excitement. We needed to earn back trust, invite reconsideration, and craft a story—visually and experientially—that made people say, “This is nothing like it used to be.”

the approach.

To transform outdated perceptions and reintroduce the space with clarity and intrigue, we developed the District Brand DNA Book—a foundational brand strategy that defined the concept’s identity, tone, and guest experience. This document served as both blueprint and filter, guiding every creative and operational decision across the project.

From naming and logo design to menus, and web presence, every element was designed to reflect a unified brand story. Uniforms were not an afterthought—they were a key part of the sensory experience, tailored to embody the elevated, downtown-modern feel of the new District DTLA. We shaped the brand voice for launch communications, selected on-brand florals and tableware, and ensured every physical and digital touchpoint worked in harmony.

By staying true to a cohesive, cross-platform brand identity, we replaced skepticism with curiosity, turning a once-overlooked hotel restaurant into a buzzworthy destination for locals and travelers alike.

the results.

District DTLA quickly became a top-of-mind destination for both hotel guests and the local downtown community. Social media engagement grew over 300% in the first 60 days, driven by a steady stream of user-generated content and influencer mentions. Reservations more than doubled compared to the previous restaurant, and District established itself as a go-to spot for after-work drinks, weekend dinners, and private events.

Praised for its modern, intuitive approach to flavor—drawing from locally sourced, farm-fresh ingredients—the kitchen became known for delivering a menu that felt both elevated and approachable. Meanwhile, the bar earned a loyal following for its handcrafted cocktails, frequently cited as among the best in Downtown Los Angeles.

A once-forgotten hotel space had been fully reimagined as a vibrant, in-demand culinary and social destination—proof that when brand, experience, and storytelling align, reputation can be completely transformed.