PROJECT NARRATIVETenten Alfred is a residential development in West Hollywood, positioned as a boutique living experience rooted in glamour, community and city culture. Surrounded by fashion, nightlife, and very clearly, an iconic neighbourhood, the project needed to feel confident, expressive, and sophisticated, capturing the energy of West Hollywood and the intimacy of the lifestyle that it offers.
The visual identity draws on the distinct glamour of old hollywood and its distinct art deco heritage, combining a familiar, classic sophistication, with a contemporary expression. Typography plays a central role in the visual identity, using an elegant serif reminiscent of classic film titles. The geometry of art deco was a key reference point for this project, particularly, recurring diamond forms. This influenced the development of the Tenten diamond mark, pulled from the sharp ‘A’ in Alfred. This stylish mark can act as an overlay, a subtle graphic accent and a frame, serving as a window into the Tenten Alfred lifestyle.