Belclare Wellesley

Branding a boutique luxury condominium community in the heart of Wellesley

We created the brand identity for Belclare Wellesley, a boutique luxury condominium community located in one of Greater Boston’s most desirable towns. The identity needed to balance sophistication with warmth—reflecting both the architectural character of the residences and the charm of Wellesley’s village center.

Client
Noannet / TCC
Industry
Luxury real estate / boutique condominium
Services
Brand identity, logo design, visual system, print collateral, signage, brochure design, marketing materials, placemaking support.
Awards
Print Magazine, Prism Awards

High-end brochure spreads showcasing Belclare Wellesley’s luxury condominium branding, amenities, and village location.

Magazine advertisement for Belclare Wellesley showing a stylish couple in a vintage car with luggage on the roof, promoting boutique luxury condominium living in Wellesley.

Belclare is named for the development’s defining element—a secluded, residents-only courtyard garden tucked away from public view. This private green space shapes the project’s calm, refined character. “Belclare” expresses this blend of beauty and clarity, reflecting thoughtful design and understated elegance.

THE CHALLENGE

Belclare required a distinct identity that communicated boutique luxury without feeling overstated. The challenge was to create a refined, residential brand that aligned with the upscale Wellesley market while maintaining a sense of intimacy appropriate for a limited collection of homes.

THE SOLUTION

We developed a clean, elegant identity anchored by a classic serif logotype that conveys permanence and quiet luxury. The visual system draws inspiration from traditional New England materials—stone, natural textures, and warm architectural details—translated into a contemporary palette of soft neutrals and deep, refined tones.

Typography plays a key role, pairing a timeless serif for the logo with a modern supporting typeface to keep materials light, legible, and upscale. Brochures, floor plan materials, and signage concepts highlight the property’s craftsmanship, its walkable location, and its connection to the village’s retail and dining.

Placemaking elements—maps, neighborhood photography, and lifestyle cues—reinforce the appeal of Wellesley as an everyday luxury, helping prospective buyers envision themselves within the community.

Inspired by the Garden Court, we designed a custom mark blending 18th-century floral motifs with neoclassical touches—a timeless brand uniting historic charm and modern elegance. It’s a refined serif logotype expressing boutique luxury and timeless residential character.

The typography blends traditional serif forms with a lighter, modern secondary typeface—mirroring the balance of heritage craftsmanship and modern luxury woven throughout the residences.

Soft neutrals and deep, tailored tones reference Wellesley’s natural materials and village setting, creating a palette that feels warm, elegant, and grounded in place.

Belclare’s identity extended to every sign, inside and out—creating a seamless, place-driven experience that spoke to a discerning audience.

We partnered with photographer Rodney Smith to center the campaign on one of his striking images—reframing a familiar real estate phrase into a bold, memorable message.

The brochure’s spacious layouts and tactile finishes echo the residences’ high-quality materials and quiet sophistication. Rich textures, embossing, and spot varnish on key pieces like folders and stationery added a tactile sense of luxury—elevating the brand through subtle, refined detail.

Belclare Wellesley shopping bag for The Noannet Group

Belclare wellesley identity with iPad, business cards and iPhone website

The identity elevated Belclare’s presence in the competitive suburban luxury market, supporting early interest and sales activity. The cohesive brand system positioned the property as an intimate, high-quality residential offering at the center of Wellesley’s village life.

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