BellWorks
Creative Direction: NPZ Style + Decor
Photo Credit: Evergreen Media
Role: Design Lead, Producer
Branding, Strategy, Print Collateral, Digital Assets, Way finding
Transforming the identity of a distinctive destination in New Jersey that blends business, culture, technology, retail, fitness, dining, hospitality, and more.
Taking inspiration from the colors, lines, curves and perspective of the iconic Bell Works architecture.
Bell Works is the reimagination of the historic former Bell Labs building in Holmdel, N.J designed in 1958 by renowned modernist architect Eero Saarinnen.
Bell Works offers inspiring, unique spaces for co-working, events, and dining, yet the brand system felt outdated and lacked the vibrancy visitors experience.
The mission was to elevate the existing brand through the creation of visual communications across digital and physical formats, development of social media strategies, implementation of spatial designs, and design of branded products.
Incorporating bold color blocks, architectural elements, interconnected dots, and imagery from the building brought energy and playfulness to the system, making it more dynamic and engaging. This approach transformed the brand into a lively reflection of the space's creativity and vibrancy, enhancing the visitor experience.
