Newbury Street
We positioned this premier Back Bay destination as a vibrant retail avenue where luxury meets culture with a refined identity and digital experience reflecting its blend of boutiques, art, and dining.
Client: Jamestown, Urban Meritage
Industry: Retail / Tourism
- Brand Strategy
- Identity
- Signage
- Website
The brand celebrates the distinctive streetscape and dynamic energy, positioning it as a must-visit destination where Boston’s past and future meet.
The identity reflects Newbury Street’s vibrant character through colorful, geometric building forms that echo its storefronts and come together to create a dynamic letter “N.”
Bank Gothic’s geometric, architectural style echoes the logo’s block-like forms, creating a clean, cohesive, and modern visual identity.
The color palette is a mix of bright, saturated colors—cyan, coral, magenta, violet, green, orange, and blue—anchored by soft architectural neutrals to capture Newbury Street’s lively yet refined character.
We designed two logo-based repeat patterns to extend the brand across a wider range of marketing applications.
A combination illustrations and photography combined to create vibrant graphics and animated gifs for signage and the website.
Retailers can log in to update events and promotions, while consumers benefit from a comprehensive, searchable map of every business on Newbury Street.
