WHAT DO YOU SEE OUT YOUR FRONT DOOR?
Creating the extraordinary
As the first luxury residences on Fan Pier, Twenty Two Liberty set the standard for Boston’s Seaport District. Developed by The Fallon Company and sold out before construction was complete, this flagship property carried a bold strategic mission—transforming an emerging waterfront into a world-class destination.
- Brand Strategy
- Identity
- Advertising
- Signage
- Website
Our challenge: inspire belief in a new urban vision, craft an aspirational narrative of harborfront living, and introduce the groundbreaking concept of “seamless living.” The result? A brand that not only sold a building but defined an entire neighborhood.
The inverted “2” elegantly reflects a boat on the water, abstractly evoking sails, yachts, and Boston Harbor’s interplay of sky and sea. Silver accents nod to luxury—nickel home finishes or yacht chrome—while premium applications like silver foil stamping, white-on-white embossing, or a refined blue-silver palette enhance its sophistication.
Bob Packert’s gorgeous photography showcased the lifestyle living on the water. We kept to a theme of blues and reds to keep all the shots consistent.
We created a look book that showcased the stunning harbor views, the yachts passing, and the vision for things to come. The focus was on the promise of a new city on the harbor, a neighborhood like no other.
By promoting 360º views, the constantly changing panorama of a working harbor, and fresh sea breezes, Twenty Two Liberty set itself apart from the enclosed residential towers of downtown Boston.
