Brand Positioning, Brand Strategy, Brand Identity,
Naming, Design, Copywriting, Tagline,
Art Direction, Illustration, Advertising, Event Collateral,
Print Collateral, Environmental Signage,
Sales Center Graphics, Website
What used to be the original Boston College high school more than 100 years ago, today is the Penmark, a boutique luxury condominium building with 60 homes located in trendy SOWA (South of Washington Street in the South End).
Brand identity included naming the building and then creating an iconic logo. Since the building was built in the 1860’s as a school, we based the logo on mid 19th-century Victorian advertising fonts. We used red and orange as the primary palette and the jumping off point for the illustrations.
The brochure format was inspired by school book satchels, but we gave the piece a modern vibe by crafting the cover out of heavy acetate with handles.
The umbrella theme of the ad campaign was “For independent thinkers,” alluding to residents of the eclectic neighborhood and to the free-thinking lifestyle built around Penmark. The ads followed this up with a them built around the color of the illustration, Think Red, or Think Blue.