Fan Pier
Fan Pier comprises 21 acres of Class A office buildings, two luxury condo buildings, a world-class marina, and public spaces. It encompasses three million square feet of commercial and residential real estate.
Before there was a vibrant Seaport District, there was Fan Pier. The transformation of what was a sea of parking lots and railroad tracks into a vibrant urban center began with the branding of Fan Pier. A spectacular achievement of modern urban planning, Fan Pier is one of the largest private investments in the City of Boston.
- Brand Strategy
- Identity
- Advertising
- Photography
- Art Direction
- Signage
- Website
2007
This was placemaking at its best, using signage, events, advertising, digital, and print collateral to communicate the vision of an exciting waterfront neighborhood of world-class retail, residential and commercial opportunities.
Our goal was to maintain consistency by using the existing logo and color palette during the initial phase of introducing Fan Pier to the city but we added the additional vibrant red as an accent.
The first phase of our placemaking campaign aimed to familiarize people with Fan Pier and its offerings. We used the tagline “Find yourself at Fan Pier” and highlighted specific aspects of the site through visuals on billboards, ads, and fence graphics.
We organized a spectacular groundbreaking event that introduced Fan Pier to the world. By designing live exhibits using models and backdrops that represented various aspects of the site, we added an element of excitement while highlighting what was to come.
2008
With the onset of the Great Recession, it became evident that we needed to pivot our strategy. Rather than promoting the buildings themselves, we shifted our focus to hosting events on the site, ensuring that Fan Pier remained prominent in the city’s consciousness. This approach not only kept the project relevant but also engaged the community during challenging times.
This gave us the opportunity to freshen up the branding for Fan Pier with a new color palette that began with a fresh sky blue and white keeping the red as an accent.
2010
With the easing of the recession, we began focusing on the first building on Fan Pier, ONE Marina Park Drive, the Class A office building and Fan Pier Marina.
We created a huge library of photography that included the spectacular views of the city and the harbor as well as staging several lifestyle shoots that would highlight what it would be like to work (and live) on Fan Pier with the close proximity to downtown.
Billboards, street signage and constructions scrims placed around the site and throughout the city helped carry the message about Fan Pier.
2012
Then the focus turned to Twenty Two Liberty.
One of the first two buildings on Fan Pier and the flagship luxury residential property of the entire Seaport District, Twenty Two Liberty carried a heavy strategic load. We had to convince prospects that a world-class neighborhood would indeed emerge, create an exciting vision of life on a working harbor, and sell the then new concept of “seamless living.”
These 118 extraordinary condominiums, the first on Fan Pier sold out before construction was completed.
2014
The second of Fan Pier’s ultraluxe residences, 50 Liberty offered 120 homes and the same “seamless living” convenience and service as Twenty Two Liberty, with the addition of unusually large balconies and even more spectacular out-to-the-horizon views. Our challenge was to extend the success of the initial residence, which sold out before construction was completed, and maintain the exclusivity of a home on Fan Pier.
50 LIberty also sold out before construction was completed.
