Following the success of Twenty Two Liberty, 50 Liberty became the second residential building at Fan Pier, helping establish Boston’s emerging waterfront neighborhood as a desirable place to live.

Research revealed that many prospective buyers were relocating from affluent suburban communities west of Boston, trading large homes and expansive yards for a more urban lifestyle. While they were seeking convenience and freedom from home maintenance, they still valued open space and a strong connection to the outdoors.

This insight led to the positioning idea “Welcome to Your New Front Yard.” Rather than focusing solely on harbor views, the campaign reframed the waterfront itself as an extension of home. The harbor became the new front yard, offering the openness, activity, and sense of place buyers loved about suburban living while delivering the energy and convenience of the city.

The resulting brand identity, advertising campaign, website, collateral system, and environmental graphics helped strengthen Fan Pier’s residential identity and continue the momentum established by Twenty Two Liberty.