50 Liberty

Branding a luxury waterfront residence where marina views become part of everyday life.

Situated along Boston’s Fan Pier, 50 Liberty offered a rare opportunity for luxury waterfront living—but with a challenge: its views were more intimate than its sister tower, Twenty Two Liberty. Instead of sweeping harbor panoramas, residents would overlook the marina, the boardwalk, and the shifting rhythms of day-to-day waterfront life. Our task was to shape a brand that embraced this difference and turned proximity into a powerful advantage.

The 120 condos sold out before the building was completed.

Client
The Fallon Company
Industry
Residencial Real Estate
Scope of Work
Brand Strategy, Brand Identity, Visual System, Advertising, Signage, Print, Website

50 liberty tissue paper in layers vertical

The Challenge

50 Liberty needed to distinguish itself within Fan Pier’s family of luxury developments while appealing to an elite audience already familiar with the success of Twenty Two Liberty

Its views, while beautiful, were only on one side of the building and more grounded—focused on the marina, the boats, and the immediate activity along the water’s edge. The brand had to reframe these near views not as a limitation, but as a uniquely personal, enviable way of living on the waterfront.

The Solution

We crafted a positioning strategy centered on the idea of ownership: the marina becomes your front yard, the water your daily backdrop, the harbor activity part of your routine.

The campaign’s signature line—“Welcome to your new front yard”—made the closeness of the views feel intimate, exclusive, and deeply desirable.

The identity system extended this feeling through luxurious, marina-inspired details: a crisp, sculptural “50” monogram, cool blue tones pulled from the sky and water, and silver metallics reflective of hulls, hardware, and harbor light.

Photography and copy added romance and lifestyle richness—sunset gatherings, early-morning sails, shoreline walks—amplifying the pleasures of living steps from the water.

Across print, signage, digital, and on-site displays, the brand invited prospective buyers to imagine a life lived on the edge of the marina—calm, connected, and unmistakably coastal.

The 50 Liberty identity uses the number 5 to represent the marina and the O to represent the part of building with stunning harbor views. With simple, clean lines, the logo reflects the building’s modern elegance.

The clean sans-serif font communicates modern luxury grounded in architectural precision.

A collection of cool marine blues and warm neutrals inspired by sky, water, stone, and shoreline textures.

A brushed-metal gradient used in print materials references the craftsmanship of yacht design.

Drawing from our extensive photography collection for 50 Liberty, we curated a selection of stunning city views, harbor vistas, and vibrant scenes of life around the building.

Marina-side lifestyle photography highlights the intimate, everyday beauty of waterfront living.

Expansive photography bring the waterfront “front yard” concept to life.

Our ads highlighted 50 Liberty’s breathtaking harbor views and featured testimonials from residents, showcasing waterfront living.

We utilized the Seaport District’s construction fencing, street furniture, and billboards to showcase 50 Liberty’s stunning views and prime location.

The Results

Demand exceeded all expectations. 50 Liberty sold out before construction was completed,

This reaffirmed Fan Pier’s appeal and the strength of a brand narrative built around lifestyle, proximity, and place. The development quickly became one of the Seaport’s most desirable residences, solidifying the Fan Pier identity as Boston’s premiere waterfront neighborhood.

Explore our other work on Fan Pier: Twenty Two Liberty and One Harbor Shore on Fan Pier

EXPLORE MORE OF OUR WORK

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50 Liberty

Branding a luxury waterfront residence where marina views become part of everyday life.

The 120 condos sold out before the building was completed.

ClientThe Fallon CompanyIndustry Residencial Real EstateScope of Work Brand Strategy, Brand Identity, Visual System, Advertising, Signage, Print, Website

The Challenge

50 Liberty needed to distinguish itself within Fan Pier’s family of luxury developments while appealing to an elite audience already familiar with the success of Twenty Two Liberty

The Solution

We crafted a positioning strategy centered on the idea of ownership: the marina becomes your front yard, the water your daily backdrop, the harbor activity part of your routine.

The campaign’s signature line—“Welcome to your new front yard”—made the closeness of the views feel intimate, exclusive, and deeply desirable.

The identity system extended this feeling through luxurious, marina-inspired details: a crisp, sculptural “50” monogram, cool blue tones pulled from the sky and water, and silver metallics reflective of hulls, hardware, and harbor light.

Photography and copy added romance and lifestyle richness—sunset gatherings, early-morning sails, shoreline walks—amplifying the pleasures of living steps from the water.

Across print, signage, digital, and on-site displays, the brand invited prospective buyers to imagine a life lived on the edge of the marina—calm, connected, and unmistakably coastal.

The 50 Liberty identity uses the number 5 to represent the marina and the O to represent the part of building with stunning harbor views. With simple, clean lines, the logo reflects the building’s modern elegance.

The clean sans-serif font communicates modern luxury grounded in architectural precision.

A collection of cool marine blues and warm neutrals inspired by sky, water, stone, and shoreline textures.

A brushed-metal gradient used in print materials references the craftsmanship of yacht design.

Drawing from our extensive photography collection for 50 Liberty, we curated a selection of stunning city views, harbor vistas, and vibrant scenes of life around the building.

Marina-side lifestyle photography highlights the intimate, everyday beauty of waterfront living.

Expansive photography bring the waterfront “front yard” concept to life.

Our ads highlighted 50 Liberty’s breathtaking harbor views and featured testimonials from residents, showcasing waterfront living.

We utilized the Seaport District’s construction fencing, street furniture, and billboards to showcase 50 Liberty’s stunning views and prime location.

The Results

Demand exceeded all expectations. 50 Liberty sold out before construction was completed,

This reaffirmed Fan Pier’s appeal and the strength of a brand narrative built around lifestyle, proximity, and place. The development quickly became one of the Seaport’s most desirable residences, solidifying the Fan Pier identity as Boston’s premiere waterfront neighborhood.

Explore our other work on Fan Pier: Twenty Two Liberty and One Harbor Shore on Fan Pier

EXPLORE MORE OF OUR WORK

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Client
The Fallon Company
Industry
Residencial Real Estate
Scope of Work
Brand Strategy, Brand Identity, Visual System, Advertising, Signage, Print, Website