Boston East
A place-driven brand identity for a waterfront apartment community rooted in East Boston’s working-wharf character
Client
Trinity Financial
Sector
Multifamily Residential / Real Estate Development
Location
East Boston
Discipline
Brand Strategy, Brand Identity, Visual Language, Print Materials, Signage, Website
Collaborators
Photography: Dave Desroches
About this project
Boston East is a waterfront apartment community set directly on the HarborWalk in East Boston, with city views and direct access to the water. The project called for an identity that honored the site’s industrial past while appealing to a new generation of renters drawn to authentic, design-forward waterfront living.
We developed a visual and messaging system grounded in the textures, colors, and rhythms of the working harbor, combining stenciled typography, bold graphic stripes, and a palette inspired by kayaks, interiors, and shifting harbor light. To connect emotionally with a millennial audience, we paired this industrial foundation with a playful campaign that reimagined vintage family photography as contemporary lifestyle moments, bringing warmth and personality to the brand without sacrificing edge.
The result is an identity that feels distinctly East Boston, honest, energetic, and deeply connected to place.
The Boston East brand positioned the property as one of East Boston’s most recognizable waterfront residences. By balancing industrial authenticity with expressive, human-centered storytelling, the identity helped differentiate the development within a competitive rental market and supported strong leasing momentum for Trinity Financial.