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.
Today, it serves as a vibrant mixed-use space, blending work, retail, dining, and community events under one roof.
Bell Works is the reimagination of the historic former Bell Labs building in Holmdel, N.J., designed in 1958 by renowned modernist architect Eero Saarinen.
Once home to some of the most groundbreaking technological innovations of the 20th century, the building played a pivotal role in the development of the transistor, solar cell, and early communications satellites.
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.
