Echelon Seaport
Positioning a premier Seaport destination through a lifestyle-driven brand campaign that redefined luxury waterfront living
Client
Cottonwood Management / TCC
Sector
Luxury Residential Real Estate / Mixed-Use Development
Location
Boston Seaport
Discipline
Brand Strategy, Advertising Campaign, Photography Direction, Print Collateral, Environmental Graphics, Signage, Digital Assets
Collaborators
Photography: Geof Kern
Signage: BBW
Awards
2019 Prism Award Best Ad Campaign
About this project
Echelon Seaport is a large-scale, mixed-use waterfront development that introduced a new standard of living in Boston’s Seaport District. With luxury residences, dining, retail, expansive amenities, and a public piazza, the project required a campaign that expressed not just what Echelon was, but how it felt to live there.
We were brought on to shift the brand away from conventional real-estate marketing and toward a more expressive, lifestyle-focused narrative. Rather than leading with architecture alone, the campaign emphasized experience: ease, sophistication, and a resort-inspired way of living shaped by design, culture, and location.
Fashion-inspired photography, refined typography, and confident graphic compositions formed the foundation of the system. Anchored by the tagline “It’s not where you live. It’s how.”, the campaign positioned Echelon as a destination defined by lifestyle and attitude, distinct within a rapidly evolving and competitive Seaport market.
Explore our approach to Placemaking and Brand Identity for residential and mixed-use environments.
Photographer Geof Kern’s stylized portraits set the tone for Echelon’s lifestyle messaging, transforming everyday moments into elevated, editorial statements.
A brochure designed to speak directly to Echelon’s audience, combining editorial layouts, refined typography, and resort-style imagery.
The signage campaign extends the brand across construction panels and social platforms, ensuring a cohesive presence in both physical and digital environments.
The refreshed campaign gave Echelon Seaport a clear, differentiated voice, replacing generic real-estate messaging with a confident, lifestyle-driven brand presence. Across print, digital, and on-site applications, the cohesive system strengthened recognition, created emotional connection, and reinforced Echelon’s position as one of the Seaport’s most amenity-rich and design-forward residential destinations.