Brand Positioning, Brand Strategy, Brand Identity, Design, Copywriting, Tagline, Art Direction, Photography, Environmental Signage
One Canal Apartments situated in Boston’s historic Bulfinch Triangle, needed a brand identity and strategy that would make them stand out in a highly competitive marketplace.
One Canal was positioned as bringing the best of city living — luxury, location, convenience, amenities and views — under one roof. And what a roof it is. From pool to grilling stations to outdoor theatre and stunning city views, One Canal’s rooftop speaks to the amenities-rich environment of the entire building. There’s nothing like One Canal in the neighborhood. It’s also the only residential building with unobstructed views out across the Greenway to Boston Harbor, over the rooftops of the North End to the spire of Old North Church, or south to the city’s skyline.
Haute Urban plays to the industrial chic environment of the Bulfinch Triangle as well as to the target audience’s appreciation of quality and the finer things in life. It is sophisticated, understated and elevates the urban experience.
We worked with Internationally published fashion and lifestyle photographer, Bob Packert, to create a series of stunning images for the marketing.Bob is the recipient of numerous awards, and has been published in Communication Arts, Art Directors Club of NY, Graphis Photo Annual and Tokyo One.
We played three strategic trump cards: 1. An amenities-rich environment including a rooftop pool and deck, with high appeal to the targeted audience’s love of luxury. 2. A highly accessible location, close to both downtown and highways… and with unexpectedly awesome views. 3. Out-of-the-box creative played against the generally cookie-cutter templated look of competitors.
“Part of the marketing strategy was to use transit signage and T advertising to reach the demographic of young professionals working downtown.”