Berkley Place

Branding a Coastal Landmark

Berkley Place is a boutique residential building located on Nantasket Beach in Hull, MA. The developers needed an identity that felt elevated, timeless, and rooted in the character of the coastline. I created the brandmark, visual language, and signage system, then art directed the environmental design to bring the identity to life at the building’s entrance.

The Brand

The Berkley Place logo is built around a hexagonal badge — a shape symbolic of structure, shelter, and craft. Inside it, I created a set of coastal symbols that reflect the building’s location on The Straight: an oar, a feather, a fish, the moon, and the sun. Together, the mark captures the rhythm of ocean life, the history of Hull, and the character of the community.

The palette and typography are intentionally classic. The goal was to give the building a sense of permanence — something that looks like it’s always been part of the shoreline.

Environmental Design

I art directed the main entry signage and the doorway experience, working directly with the fabricators to ensure the identity translated into a physical presence. The dimensional lettering, custom lighting, and etched window mark were designed to create a warm, welcoming arrival that feels premium without feeling overdesigned.

Result

The brand gives Berkley Place a strong, recognizable identity — one that reflects the coast, elevates the property, and brings cohesion. The signage has become a defining feature of the building, giving residents and guests a sense of place the moment they arrive.