50 Liberty

Brand Positioning,  Brand Strategy, Brand Identity, Design, Copywriting, Tagline, Video Script, Art Direction, Advertising, Event Collateral, Print Collateral, Environmental Signage, Sales Center Graphics, Video, Website, Eblasts, Social Media

Sister building to Twenty Two Liberty. 50 Liberty has 120 thoughtfully designed homes, most with oversized balconies and amazing views of  Boston Harbor through expansive floor-to-ceiling windows.

Brand Identity
Right below the glistening new building that would be 50 Liberty is the marina that anchors the site and offers incredible views of the sunrise over Boston Harbor. The logo was a simple use of the number 5 representing the marina and the O represents the views that would be on that side of the building. Simple with clean lines, just like the building itself.

 

Positioning
50 Liberty is Boston’s newest, most distinctive and desirable waterfront condominium address. It arrived with its reputation already established and expectations set by the phenomenal success of its sister building, Twenty Two Liberty. Like Twenty Two Liberty, 50 Liberty promised urban living without the urban hassle in an exquisite home and spectacular glass building. Similarly, it offers unparalleled luxury and amenities, including the exciting Seaport/New Boston Waterfront neighborhood. It focuses on the two aspects that were the most compelling features in selling Twenty Two Liberty: the water and the views.

 

Brand Strategy
The “I love” campaign picks up where the marketing for Twenty Two Liberty ended by adding additional romance and lifestyle detail to the proven appeal of Fan Pier’s views and waterfront location. Instead of just showing a view, we wanted to promote various aspects of the building location from a personal “testimonial” point of view.

 

Photography
We developed a stunning library of photography for 50 Liberty, creating and carefully curating a collection of fantastic city views, spectacular harbor vistas and the full spectrum of life around 50 Liberty.

 

View photography by Dave Desroches

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