25 Beacon
A luxury residential brand that reinterprets Beacon Hill tradition through a distinctly modern lens.
Client
Sea-Dar Construction
Sector
Residential Real Estate
Location
Boston, MA
Discipline
Brand Strategy, Brand Identity, Visual Language, Print Materials, Signage, Website
Collaborators
Photography: Bob Packert
Printing: Signature Impressions
About this project
25 Beacon presented a rare opportunity: new, ultra-luxury residences in Beacon Hill, a neighborhood defined by architectural preservation and legacy. With only a limited number of homes, the brand needed to convey exclusivity and craftsmanship while distinguishing the property from more conventional historic conversions and larger contemporary luxury towers.
The branding challenge was to honor the building’s historic pedigree while clearly signaling a modern point of view inside. The campaign was built around a single, provocative idea, “Not your mother’s Boston Brahmin.” The tagline became the foundation of the brand’s messaging, acknowledging Beacon Hill tradition while reframing it for a new generation through confident, contemporary language.
The visual identity reinforced this contrast, pairing references to historic craftsmanship with clean typography, restrained layouts, and a refined palette of powder blue, charcoal, and muted metallics. Tactile print materials and carefully curated photography further positioned 25 Beacon as a boutique residential offering, rooted in history, but unmistakably current.
Explore our approach to Placemaking and Brand Identity for residential and mixed-use environments.
Rooted in Beacon Hill’s legacy, the identity is refined with a wink, led by the tagline: “Not your mother’s Boston Brahmin.” Bold. Unapologetic. Unmistakably Boston.
The Boston Brahmin legacy of wealth and exclusivity endures. Our 25 Beacon campaign contrasts the building’s historic roots with its luxurious, modern transformation.
We crafted an oversized brochure using tactile papers that evoke early 20th-century luxury, combining textured and smooth finishes with blue-tinted translucent patterns for a rich, sensory experience.
The 25 Beacon brand positioned the property as a distinctly modern luxury offering within one of Boston’s most traditional neighborhoods.
By reframing Beacon Hill heritage through confident, contemporary messaging, the campaign differentiated the residences from more conventional historic conversions and attracted buyers seeking both character and modern living.
The result was a refined, boutique brand presence that felt exclusive, current, and unmistakably Boston, proving that legacy and modernity can coexist with clarity and style.