STUDY HALL

To launch Study Hall, the rooftop lounge at Berkeley's Residence Inn, our team at Carbonate developed a brand identity that would appeal to both local students and visiting parents. The challenge was to capture the free-thinking spirit of the UC Berkeley campus and surrounding area, while creating a brand that felt both inviting and playfully rebellious. We crafted a visual identity and supporting collateral that was cheeky, nostalgic, and unconventional. The identity combined traditional academic elements, like monograms and library cards, with playful alterations such as distorted collages with vintage book illustrations and mismatched lettering. The wordmark, using classic serif letterforms with playful swashes, and a color palette inspired by textbook pages and university hues, reinforced the academic yet non-conformist tone. The resulting identity and collateral communicated a charming disregard for convention, successfully establishing Study Hall as a unique campus destination.

Client of Carbonate Group
Photography: Peter Christiansen Valli