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for modern life.
The Beatrice is a historic warehouse-turned-loft in the heart of Downtown West St. Louis. Once an industrial space, it’s now home to modern loft apartments with original brick walls, hardwood floors, quartz countertops, in-unit laundry, and a gated parking lot. Add in private patios, upstairs balconies, and a sunny open-air courtyard, and you’ve got a fresh take on city living—with just the right dose of old-school charm.
cultivate
industrial charm.
Mio was brought in to reimagine the brand identity for The Beatrice—something that could nod to the building’s past while speaking to its new life (and new residents). The final logo strikes that balance with a custom icon inspired by original tilework near the entryway—designed to feel architectural, a little industrial, and totally ownable. Paired with clean, modern typography, the full design feels rooted in history but refreshed for today’s downtown energy.
balancing past
& present.
We explored a range of logo directions inspired by The Beatrice’s one-of-a-kind charm—from its original tilework to its industrial bones. Each iteration tapped into a different piece of the building’s story and the modern loft lifestyle it offers, leading us to a final mark that feels both personal and full of character.
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