Echelon Seaport

Positioning a premier Seaport address as a destination where luxury, ease, and high design define how you live.

Echelon Seaport is a 1.33-million-square-foot mixed-use development that creates a new way if living on the Boston waterfront. With 447 luxury condominiums, more than 200 apartments, 125,000 square feet of retail and dining, a public piazza, and 50,000 square feet of indoor and outdoor amenities, Echelon blends resort-level living with the energy of the Seaport. Our task was to express this scale and sense of place through a bold, lifestyle-driven advertising campaign—one that differentiated Echelon from other Seaport residences and positioned it as a destination, not just an address.

Client
Cottonwood Management / TCC
Industry
Luxury Residential Real Estate
Scope of Work
Brand Strategy, Advertising, Photography, Print, Signage, Digital Assets
Awards
2019 Prism Awards Best Ad

echelon-seaport couple-hot-air-balloon by graphic design studio boston

echelon seaport boat ad on dark background vertical

The Challenge

Echelon Seaport entered the market with a brand that felt too safe and too generic for a project of its scale.

The earlier materials leaned heavily on architectural renderings, conventional condo messaging and a lot of beige, missing the energy, style, and resort-level living that defined the property.

With multiple high-end developments competing for the same audience, Echelon needed a bolder, more expressive campaign—one that shifted the focus from buildings to lifestyle, and captured the spirit, ease, and aspirational quality that truly set these residences apart.

The Solution

We built the campaign around our tagline: “It’s not where you live. It’s how.” that appeared on all brand elements

Through refined typography, fashion-inspired photography, and a cohesive suite of ads, brochures, and signage, we positioned Echelon as an aspirational, modern destination.

The tagline unified the entire system, expressing Echelon’s blend of sophistication, convenience, and resort-style experiences across every touchpoint.

Aubrey Regular adds modern refinement—echoing Echelon’s architectural precision while maintaining a sense of timeless, approachable luxury.

A crisp, contemporary palette supports the clean, fashion-forward tone of the campaign.

Lifestyle photography for Echelon Seaport featuring fashion-driven imagery.

echelon seaport text on black background about geof kern

Photoshoot with geof kern and hot air balloon with woman posed for echelonseaport advertising by boston graphic design studio

Photographer Geof Kern’s stylized portraits set the tone for Echelon’s lifestyle messaging, transforming everyday moments into elevated, editorial statements.

echelon seaport balloon ad spread on dark background

echelon seaport boat ad on dark background

A brochure designed to speak directly to Echelon’s audience—combining editorial layouts, refined typography, and resort-style imagery.

Echelon Seaport brochure showcasing amenities and lifestyle photography.

Echelon Seaport brochure showcasing amenities and lifestyle photography.

The signage campaign extends the brand across construction panels and social platforms, ensuring a cohesive presence in both physical and digital environments.

Echelon Seaport exterior signage with lifestyle campaign imagery.

Echelon Seaport exterior signage with lifestyle campaign imagery.

echelonseaport-woman-african-sitting with long-dress

Echelon Seaport exterior signage with lifestyle campaign imagery.

Echelon Seaport exterior signage with lifestyle campaign imagery.

Echelon Seaport exterior signage with lifestyle campaign imagery.

The Results

The new lifestyle-focused campaign gave Echelon Seaport a clear and differentiated voice in a crowded luxury market.

By replacing generic architectural messaging with fashion-inspired imagery and aspirational tone, the brand finally reflected the energy, ease, and resort-style living that define the property. This project was supported by our brand messaging and storytelling work, helping shape tone, narrative, and brand voice.

Across print, digital, and on-site applications, the cohesive system strengthened recognition and created a strong emotional connection with buyers—positioning Echelon as one of the Seaport’s most modern and amenity-rich residential destinations. Learn more about how we develop real estate branding for our other real estate clients.

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