ROLE

CD/Writer

AGENCY

Primary360

VIBES

Art Deco Time Machine

TEAM

AD: Papee Thirawat

CW: Evangeline Condakes

CD: Jess Tardy

CAPABILITIES

Legacy brand positioning

Narrative strategy development

Luxury market positioning

Brand storytelling architecture

Q: How do you brand an Art Deco landmark for luxury renters without losing its soul?

A: Showcase it as the next chapter in a story that’s been a century in the making.

Pelham Hall, a 1927 Art Deco stunner in Brookline’s Coolidge Corner, needed repositioning for modern residents while honoring its nearly century-long history. The challenge was creating a brand experience that made prospective residents feel connected to both the building’s storied past and their potential future there.

As creative director, I worked with our art director, web designer, and copywriter to develop a narrative-driven brand strategy that positioned residents as active participants in the building’s ongoing story rather than passive tenants. This required understanding how people emotionally connect to historical spaces and translating that into contemporary brand touchpoints.

The insight was that luxury renters weren’t just seeking premium amenities—they wanted to belong to something with meaning and legacy. The building’s 1927 origins became an asset rather than something to modernize away from, creating differentiation in a market full of generic luxury developments.

Our team created the brand positioning “The Story Unfolds” and developed the visual and verbal identity that wove Art Deco heritage with modern minimalist design. Every brand touchpoint—from marketing materials to wayfinding—invited prospects to see themselves as the next chapter in Pelham Hall’s narrative, transforming the rental decision from a transaction into joining a continuing story.