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.
Bell Works is the ambitious reimagining of the historic Bell Labs building in Holmdel, New Jersey. Originally designed in 1958 by renowned architect Eero Saarinen, the structure once served as a crucible of innovation, home to technological breakthroughs like the transistor, solar cell, and satellite communications.
Today, the building has been transformed into a thriving "metroburb": a self-contained urban destination where work, culture, retail, fitness, dining, and community intersect under one architecturally striking roof.
The challenge was to evolve the brand to reflect this dynamic new reality honoring its storied past while creating a vibrant, contemporary identity that could connect with diverse audiences and bring the space to life across every touchpoint.
The brand transformation began by defining a visual language rooted in the architecture and spirit of Bell Works. Inspired by Saarinen’s modernist design, the system drew on bold geometry, the iconic pill shape found throughout the building, and a vibrant color palette that injected energy and playfulness. These elements were carefully balanced with clean, modern typography and curated imagery that captured the building’s renewed sense of purpose and community.
The revitalized brand succeeded in bringing clarity, cohesion, and excitement to Bell Works. It bridged the building’s legacy with its future, capturing the essence of a space that is constantly evolving. The result is a living brand identity, playful yet grounded, flexible yet consistent, and deeply reflective of the creativity and community that define Bell Works today.
