Fan Pier

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

For over 10 years we’ve worked with The Fallon Company on Fan Pier, transforming this 21- acre site into an vibrant, exciting, world-class neighborhood and Boston’s new urban center. We have marketed two residential buildings, office, retail, and events as well as parks and a six-acre marina.


Brand Opportunity
In 2007, no one knew where Fan Pier was… or how to get there. Adams Design changed that by creating a placemaking strategy that gave Fan Pier an identity and made it a destination. It was a multi-faceted campaign to tell the world that the South Boston waterfront was not only accessible, but also incredible.

2007 – 2008

“The tagline came out of the idea of what will people actually find at Fan Pier? While no one really knew exactly where Fan Pier was, we also needed to tell them what was to come. “


Creating a visual and verbal language
For a visual language, we created iconic photography for the Find Yourself campaign. Each icon represented one of the amazing assets of this mixed-use project. They were clean, cropped figures, carefully curated with stylish clothing, the right props, and striking color palette. By cropping the faces, we kept the focus on the asset. We kept the language short and to the point, and the messaging consistent on all materials.

We peppered the city with ads, billboards, signage, direct mail and shopping bags, inviting prospective homeowners, office tenants, retailers, restaurateurs, tourists and the public at large to “Find themselves at Fan Pier.”


Bringing Fan Pier to life
The Fallon Company held a mega groundbreaking that brought the branding images to life, literally, with live models on branded platforms. Attended by all the movers and shakers in the city, the event generated city-wide publicity and began to build Fan Pier’s reputation for unsurpassed events and quality of execution.


“Another way to get the public to “Find Themselves at Fan Pier” was to host large events. The Fallon Company hosted national and international events such as the Volvo Ocean Race, Extreme Racing and Cirque du Soleil that brought people to Fan Pier in droves.”


Over the course of ten years we’ve created construction fence scrims, billboards, perimeter banners, window signage, large site signs, permanent directories for the parks and directional signage for the property as well as trailer wraps and permanent marina signage.


Rush Hour at Fan Pier
Using “Rush Hour at Fan Pier” as our messaging for the commercial aspect, we featured a series of photographs taken around Fan Pier, focusing on transportation to Fan Pier, with easy access to the Financial District, water access with the water taxi, and of course the stunning views from what could be your office window.


Brand photography by Bob Packert Photography.

2008 – 2013

Moving the brand forward
The strategy was now that people knew WHERE Fan Pier was, and WHAT it was, we now wanted to carefully target the specific assets including the six-acre marina. Our first focus was on the commercial and retail components of Fan Pier. The building of ONE Marina Park Drive signaled that Fan Pier was now open for business.


We created a deep website rich in content and knock-your-socks-off views from what could be your new home or office. We also began branding the Fan Pier Marina, which would become home to international mega yachts.



We have developed a stunning library of photography over 10 years of working on Fan Pier. Full of fantastic city views and spectacular sunrise views of the harbor, as well as the retail, office and lifestyle components, we were able to create a full spectrum of life outside your window at Fan Pier.


View photography by Dave Desroches

2013 – 2017


Placemaking at its best
Fan Pier is placemaking at its best. The message was simple. “This is Boston’s newest, most elite and exciting neighborhood.” The response was amazing. Renowned companies have made Fan Pier their world headquarters. Discerning homeowners enjoy Fan Pier’s elegant luxury condominiums, and world-class retailers and restauranteurs now define the streetscape.

From our initial awareness campaign to our subsequent positioning and marketing of each of the assets of Fan Pier’s nine-block site, Adams Design crafted, then held to a consistent and powerful message: This is where Boston’s future is happening.

The success of our approach is plain to see: Fan Pier led the way in redefining the South Boston Waterfront. The Seaport District has become Boston’s Innovation District, a major dining destination, and a hotbed of both residential and commercial development.