As the second residential building at Fan Pier, 50 Liberty built on the success of its sister tower, Twenty Two Liberty, while introducing a more intimate expression of waterfront living.

Located directly beside the marina, the building’s views focused on boats, boardwalks, and the daily rhythms of life at the water’s edge. The branding challenge was to transform this proximity into a point of distinction, positioning marina-level living as personal, exclusive, and highly desirable.

Adams Design developed a positioning strategy centered on what you can see out your window on the water as opposed to living in the suburbs. Our tagline “Welcome to your new front yard” brought the idea home.

A sculptural “50” monogram, cool blue tones drawn from sky and water, and refined metallic accents created a calm, modern identity rooted in the marina environment. Across print, signage, and digital applications, the brand invited buyers to imagine a lifestyle defined by closeness to the harbor rather than panoramic distance.