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New bou­tique ho­tel in down­town Nashville TN, Noelle, brought in lo­cal de­sign firm Peck & Co to cre­ate a new iden­tity for the es­tab­lish­ment to bet­ter re­flect the per­son­al­ity of the city. Core to this iden­tity is a sym­bol of the area’s na­tive Great Blue Heron, brought to life through beau­ti­ful line draw­ings and a bird-in­spired nu­meral set.

“While want­ing to rep­re­sent the his­tory of the build­ing and city, we chose to hon­our the Art Deco fea­tures of the ho­tel’s orig­i­nal in­te­rior in our type se­lec­tion, il­lus­tra­tion style and colour palette” says Peck & Co pres­i­dent and cre­ative di­rec­tor, Benji Peck. “And adding a con­trast­ing, mis­chievous tone, seen through­out the col­lat­eral.” The in­te­rior ar­chi­tec­ture acts as a ‘rib­bon’ in all the brand­ing, rep­re­sent­ing the wider change that oc­curs in cities prone to the rush of tourism like Nashville. “It por­trays how a place like Noelle can be used to con­nect past-to-present and present-to-fu­ture,” adds Peck.

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