Pelham Hall

Built in 1927 and beautifully renovated, Pelham Hall is an Art Deco style luxury apartment building in the heart of the vibrant Coolidge Corner neighborhood in Brookline, MA. We created new branding that pays homage to its history while telling the story of its contemporary restoration.

Role

Design
Art Direction
Identity
Web Design

Objective

Communicate Pelham Hall’s renewed story and invite residents to step into an ongoing narrative shaped by a building meticulously restored for today’s modern renter.

Approach

Pelham Hall’s architecture and history are prominent but not flashy. The branding tells both its rich past and its next chapter by weaving together colors, textures, and typography inspired by the Art Deco movement with refined glimpses of a 1920s lifestyle—bringing the past and present into a cohesive, contemporary expression.

Logo Explorations

Logo

I explored logo designs inspired by the building’s Art Deco style, focusing on geometric lines that ranged from classic Deco motifs like curves and sunbursts to more contemporary stripes and Deco-inspired lettering.
The chosen logo draws from the building’s Art Deco origins, simplified into a modern expression with streamlined lines. The bright, sophisticated color palette reflects the lively neighborhood at the heart of its surroundings.

Icon, Illustration, and Pattern

Custom icons and illustrations help frame the curated features and amenities. The geometric lines echo the brand pattern, designed to seamlessly snap into future marketing materials, from gold-foil–adorned business cards to social imagery.

Brochure

The gold-foil–decorated brochure cover offers a glimpse of the Pelham Hall living experience. Inspired by the renovation’s champagne-bronze hardware finishes, it also nods to the Art Deco era—celebrated as the golden age of lavish, opulent living.

Website

The website brings the building’s heritage into a contemporary context. An understated, ornate pattern sets a quiet backdrop for the content, while the teal-blue and gold palette and photographic tones tie everything together into a cohesive brand moment.

Resut

With a fresh identity that matched the building’s renewed character, the Pelham Hall rebrand played a key role in driving occupancy to 98 percent in the following year.

Team

CD: Jess Tardy
Copywriter: Evangeline Condakes

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