When Ella's Deli — an iconic and quirky staple on Madison's near eastside — closed, the team at New Year Investments envisioned a new landmark that would transform the site and seamlessly integrate into the neighboring communities. Their first development, Ella, offers affordable apartments at the gateway to downtown Madison.

  • Brand Strategy
  • Visual Identity
  • Print
  • Environmental
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Ella's Deli Signage and Carousel, 2008, 2003

It was important for the project to represent this vibrant and diverse pocket of Madison, while also reflecting the quiet Eken Park neighborhood in its backyard. Likewise, we wanted to pay homage to the site's former occupant without being chaotic — few people would want to live in an actual circus. We created a fresh and youthful visual language that reflects the excitement that comes along with city living.

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Construction signage

Social media posts

Ella welcomes you as you pass several crossroads — between the Madison's main thoroughfare and the quiet Ekan Park neighborhood, between the city center and the surrounding community, between young apartment living and a first home. The identity celebrates the property's role as a big, friendly Madison "hello," including a façade-spanning mural by Bill Rebholz.

Building mural by Bill Rebholz. Exterior photos by Mike Rebholz