Twenty Two Liberty
Brand Identity, Brand Strategy, Brand Positioning,
Copywriting, Tagline, Art Direction,
Advertising, Event Collateral, Print Collateral
Environmental Signage, Sales Center Graphics
Twenty Two Liberty, the first residential building on Fan Pier, is a spectacular glass tower with incredible views of the city and the harbor. The 118 homes sold out before the building was completed.
The inspiration for the mark was the reflection of the clouds and sky in the glass of the building, and the waves in the ocean. By abstracting the 2, and creating a “reflection” of the number, we were able to create a striking mark that said it all. Simple but effective.
The brand positioning was built around the idea of urban living but without the urban hassle. A lifestyle with all the perks of living in the city, but you have your own private oasis right our your front door.
The brand identity and spectacular view shots used in this simple video share the waterfront’s fresh approach. The movement plays off the daily visual extravaganza of the Seaport. We chose to use conceptual graphics to represent the various retail and restaurants that were yet to be built there and by using the very powerful font Avenir Black along with various complimentary fonts, the small video encapsulates the look and feel of the messaging.
Using the brand positioning and the spectacular view photography, we created several variations of this ad that brought the messaging for Twenty Two Liberty to life.
Using the spectacular view shots and renderings for Twenty Two Liberty, we crafted a deep website filled with full screen, rich photography of the views, lifestyle, parks and renderings for the condos.