Industry: Real Estate, Urban Development, Hospitality
Eleven East Pleasant:
A Brand for Sustainable Urban Living
The Beauty Shop partnered with Archipelago Investments to define the brand identity for One East Pleasant, a mixed-use residential development that reimagines urban living in the heart of Amherst.
Eleven East Pleasant is the first all-electric, mixed-use residential building in downtown Amherst, Massachusetts. With iconography that alludes to the era of Tesla and Edison, the brand unites past and future while honoring the story central to the site of development—once littered with oil tanks, the property is now one of the Amherst’s most sustainable addresses to call home.
Services
Visual Brand Identity System
Signage Design
Social Media Visual Strategy
Environment Design
Merch Design
Iconography references the pioneering spirit of early inventors while signaling a clean, electrified future. A bold color palette and structured linework create a sense of energy and precision, while also suggesting continuity between the building’s architecture and its purpose.
Beyond the logo, brand elements were applied across environmental touchpoints,bringing cohesion to the interior experience. Each application connects residents to the building’s story through branded wayfinding, interior spaces, signage, and more.
Our brand system elevated the project’s visibility and leasing potential. The new identity increased engagement across marketing channels and reinforced investor confidence, demonstrating how strategic design can drive both interest and long-term value.
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