NOT YOUR MOTHER’S BOSTON BRAHMIN
Making history modern
This intimate residential enclave across from Boston Common marries Beacon Hill’s inimitable charm and history with freshly imagined homes designed for contemporary living. The challenge was to differentiate 25 Beacon from other ultra-luxe offerings and appeal to a small, super affluent target audience. The tagline, "Not your mother's Boston Brahmin," says it all.
- Brand Strategy
- Identity
- Advertising
- Website
The logo and 25 Beacon identity, inspired by the extraordinary grillwork on the windows, incorporated delicate gold scrolling in and around a sleek, modern font, a marriage of old and new. The color palette has a contemporary vibe that was carried through on the stationery, floor plans and brochure.
The era of the Boston Brahmin is past, but the power of this descriptor still resonates. It is synonymous with wealth, luxury, good taste, and exclusivity — essential characteristics of the building, but updated for the 21st century. Our 25 Beacon advertising used the contrast of old and new to illustrate the changes in this historic building and it’s luxurious homes.
Beginning with an oversized print brochure, we used tactile papers reminiscent of the luxurious handmade papers a note might have been written on at the turn of the 20th century… a bit of texture next to matte finish, smooth coated papers sandwiched between a blue-tinted pattern on translucent papers.
