Industry: Urban Development, Restaurant, Hospitality


One East Pleasant:
Sustainable Living, Downtown

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.

Our work with Archipelago Investments is centered on a shared belief: design can shape not only spaces, but also how people experience them. For One East Pleasant, we built a visual system that communicates modern comfort and environmental mindfulness while honoring the architectural language of downtown Amherst.

A modern living room with a light wooden floor, white walls, a large window with a view of trees and sky, a gray sofa with pillows, a black flat-screen TV on a stand, a tall beige lampshade, a small plant on the table, and partially visible kitchen a
Modern industrial-style office lobby with leather sofas, a wooden accent wall, and black pendant lights, with a partial white wall displaying the words "ONE EAST PLEASANT" in raised white letters.
Three people, two women and one man, engaged in a conversation near a window, in a bright room with a view of outside buildings.

The logo and visual identity echo the building’s clean lines and contemporary materials. Our collaboration extended into signage, wayfinding, and a web presence that simplifies leasing information while highlighting local context. Photography and tone emphasize light, energy, and participation, inviting residents to see themselves as part of a thriving community.

Services

Visual Brand Identity System
Signage Design
Website Design & Development
Photographic Art Direction

One East Pleasant represents more than a single property. It’s part of a broader effort to strengthen the fabric of downtown Amherst, joining restaurant and residential brands like Patio and Wired to form a cohesive identity across Archipelago’s portfolio. Together, these projects express a shared vision of sustainable growth and thoughtful place-making.

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