The Belmont Hall | Branding | Hand-lettering
The Belmont Hall is an upcoming food hall in Pensacola, Florida’s Belmont-DeVilliers district. Serving as a vital community and commercial center for the African-American community, the district holds significant historical and cultural significance for Pensacola, and as such its rich heritage inspired the creative direction for this project.
To pay homage to the district’s history, the primary source of inspiration came from the Art Deco movement. This decision allowed us to honor the district’s past and provided opportunities for us to include a contemporary touch. To begin the project, the directors provide us with essential background information about the area and the blueprint for The Belmont Hall itself.
The collective efforts in The Belmont Hall’s design resulted in a cohesive and visually compelling brand that reflects not only the hall’s essence but also that of the surrounding Belmont-DeVilliers district. By fusing Art Deco with the blueprint and incorporating hand-lettering, we created a memorable and resonant experience for patrons that also preserved the legacy of the Belmont-DeVilliers community.
The blueprint for The Belmont Hall actually served as the foundation for the main pattern of the brand as well as the centerpiece of its entire identity. We emphasized the venue’s authenticity and connection to its historic surroundings by integrating the blueprint into the design.
To maintain elegance and the historic feel, we meticulously hand-lettered the logo and gave it a unique yet refined aesthetic. In addition, we developed an icon system that incorporated elements from both the blueprints and the Art Deco style. This ensured consistent visual language throughout brand collateral.
We also crafted supporting materials including posters, social media designs, and branded merchandise in accordance with the overall brand identity. Each element kept the same level of elegance and historical reverence as the overall design.
