The illustration system was created in-house by Brenda Adams, giving the campaign full creative continuity across more than a decade of seasonal refreshes. The building anchors every execution. Everything around it evolves.
A destination branding campaign for a luxury retail address in Boston’s Back Bay, sustained over more than a decade.
CLIENT
The Druker Company
SECTOR
Retail + Placemaking
LOCATION
Boston, MA
SCOPE OF WORK
Brand Identity, Visual Language, Illustration, Direct Mail, Website, Advertising, Wayfinding
CREDITS
Illustration – Brenda Adams
Heritage on the Garden occupies a full city block along Boylston Street in Boston’s Back Bay, directly across from the Public Garden. Home to a collection of high-end retailers, each with its own identity and marketing, the property needed a way to speak with a distinctive voice of its own.
The challenge was to position Heritage on the Garden as a singular luxury shopping destination rather than simply a collection of storefronts. The brand needed to elevate the experience of the place itself, reinforcing the idea that Heritage offered a carefully curated collection of premier retailers within one of Boston’s most distinctive locations.
“Where great taste is always in style.”
The tagline became the anchor for the brand’s voice, positioning Heritage on the Garden as curator rather than simply landlord. It speaks to fashion and retail while suggesting something more enduring: discernment, quality, and a point of view that remains relevant from season to season.
Rather than spotlight individual retailers, the messaging elevates the collective experience of shopping at Heritage and gives the destination an identity independent of the brands within it.
The campaign is built around an original illustration system conceived and created by Brenda Adams. Rather than relying on photography or imagery supplied by individual retailers, the visual language takes its cues from Heritage itself and its relationship to the Public Garden.
The architecture remains the constant, framed by trees and the changing seasons of the Garden across the street. Figures, fashion, window displays, and environmental details shift throughout the year, allowing each execution to feel new while remaining immediately recognizable as Heritage on the Garden.
The result is a flexible visual language that can evolve with fashion and the seasons without losing the distinctive character of the campaign.
For more than a decade, Adams Design has worked with The Druker Company to sustain and evolve the Heritage on the Garden brand across image advertising, outdoor, signage, wayfinding, and digital communications.
While individual retailers and seasons change, the underlying system remains consistent, reinforcing Heritage as a lasting Back Bay destination defined by its location, point of view, and carefully curated retail experience.
The illustration system was created in-house by Brenda Adams, giving the campaign full creative continuity across more than a decade of seasonal refreshes. The building anchors every execution. Everything around it evolves.
The campaign introduced a sustainable creative approach made seasonal by changing clothing, window displays, and views from the Public Garden across the street. Each year the system refreshes without requiring a new visual foundation.
Photography extends the illustration campaign into real-world moments, pairing the brand’s fashion-forward tone with the energy of Back Bay shoppers and destinations.
We created a unified online portal that bridges the retail, residential, and dining experiences of the landmark, giving each tenant a presence within a single curated destination experience.
The wayfinding system extends the brand identity into the building environment, orienting visitors across the full city block while reinforcing the destination’s visual language at every point of entry.
Over more than a decade of campaigns, the identity has maintained relevance while evolving seasonally. By positioning the building as a curated retail destination rather than a collection of tenants, the work strengthened recognition, supported tenant value, and established Heritage On The Garden as a consistent presence within Boston’s luxury shopping landscape. The longevity of the partnership is itself a measure of the system’s success: a visual language flexible enough to evolve year after year without losing what makes it recognizable.
Explore our approach to Placemaking, Brand Strategy & Positioning, Brand Identity, and Storytelling & Messaging for distinctive retail destinations.
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