Brand Positioning, Brand Strategy, Brand Identity, Copywriting, Tagline, Art Direction, Photography, Advertising, Event Collateral, Print Collateral, Website, Eblasts
25 Beacon is Boston’s most prestigious new address, offering unsurpassed luxury in a home that marries Beacon Hill’s inimitable charm and history with a freshly imagined home designed for contemporary living.
Our goal was to position 25 Beacon as THE most prestigious address in Boston and create a residential personality for a previously non-residential building.
A key challenge was to differentiate 25 Beacon from other high-end luxury offerings in Boston and appeal to a small, super affluent target audience.
The era of the original “Boston Brahmin” may be long past, but the power of this descriptor of the city’s affluent elite still resonates. It is immediately synonymous with wealth, luxury, good taste, and exclusivity — essential characteristics of 25 Beacon. But we’ve given it a very contemporary twist.
We focused on differentiators such as location and address, its exclusive views of the Massachusetts State House and superb service. We created promotional materials that connote exclusivity, luxury and impeccable quality. We also emphasized the unique nature of 25 Beacon by avoiding the look and feel of typical luxury real estate advertising.
Bob Packert, acclaimed fashion photographer and visual artist, collaborated with us to create these striking images that encapsulate the kind of elegance and fashionable look appropriate for a younger upscale demographic.
Because the actual building was then being completely renovated, we built large sets to capture the look and feel of being inside 25 Beacon, including being true to what the view was really like. Using master set builders and with a bit of Adams Design retouching mastery, we were able to create images that truly defined the essence of 25 Beacon.
The logo, inspired by the extraordinary grillwork on the windows, incorporated delicate gold scrolling in and around a sleek, modern font, thus melding the old with the new. The color palette reflected a sleek, modern vibe that was carried through on the stationery, floor plans and brochure.
We created promotional materials that connoted exclusivity, luxury and impeccable quality… commensurate with the quality of the homes themselves.
We developed an oversized brochure filled with gorgeous black and white neighborhood photos along with stunning renderings. We used tactile papers reminiscent of the luxurious handmade papers a note might have been written on at the turn of the 20th century… a bit of texture next to matte finish smooth coated papers sandwiched between a blue tinted pattern on translucent papers. We embossed parts of the logo scroll pattern on the oversized pages as well as the large type serving as section heads.
We needed to emphasize the unique nature of 25 Beacon by avoiding the look and feel of typical luxury real estate advertising. The full page ads in the brand tones of blue, grays and black set the tone for all the marketing that was to follow.
By developing concepts that extend beyond the marketing campaign we gave the building itself a specific personality.
Adams Design created a deep website, rich in content about the location, the amenities and the lifestyle on Beacon Hill. The brand color palette was carried throughout the website.
Stunning photography of the views from 25 Beacon and of Beacon Hill and Boston Common show what a spectacular place 25 Beacon is.