Liberty Wharf

A unified brand system for a newly constructed Seaport destination, blending dining, public space, and maritime character.

Liberty Wharf is a newly developed waterfront destination in Boston’s Seaport—an ensemble of restaurants, public walkways, and gathering spaces set directly over the harbor. As a new construction project, it needed a complete identity that could define the place from the very beginning, giving it presence, clarity, and a strong sense of character within a rapidly evolving neighborhood.

Client
The Cresset Group
Industry
Hospitality / Mixed-Use Destination
Services
Brand Strategy, Identity, Signage

Directional signage for Liberty Wharf featuring clean, nautical-inspired design elements.

The Challenge

Liberty Wharf was entering the Boston Seaport at a moment of tremendous growth, where every new project competed for visibility and distinction.

Because it was built from the ground up, the site required an identity that could immediately establish a recognizable sense of place while honoring the maritime history of the working harbor.

The challenge was to create a brand flexible enough to support a wide mix of tenants—restaurants, retail, and public spaces—yet cohesive enough to unify the entire property and communicate its emerging role as a waterfront destination.

The Solution

We developed an identity built entirely from typographic form, using custom letter shapes to evoke the experience of being on the water.

Curves, flourishes, and directional strokes abstractly suggest sails catching wind and the motion of waves—imagery that emerges naturally from the structure of the logo rather than being illustrated outright. This approach gave Liberty Wharf a mark that feels artistic, elevated, and uniquely tied to its waterfront site.

A refined serif typeface, a restrained palette of gray and red, and a circular holding shape reinforce the sense of cohesion across signage and print applications.

Together, the system creates an atmosphere of modern coastal elegance—an identity that signals Liberty Wharf as both a welcoming public destination and a defining presence on the Boston Harbor.

The Liberty Wharf identity transforms typography into place-making. The vertical stroke of the ‘L’ rises like a sail catching the wind, while the flowing curves of the ‘W’ echo the movement of waves along the waterfront.

liberty wharf fonts on dark gray

liberty wharf big caslon A on dark gray

Goldenbook Bold is a serif typeface characterized by its clean lines, pronounced curves, and a slightly condensed structure. Its design is both contemporary and classic.

The Liberty Wharf palette is anchored in crisp black and gray for a timeless, minimal foundation, accented by a vivid red that adds a touch of energy and maritime signal-flag vibrancy

Wayfinding served as a critical strategy, establishing clarity and cohesion as the Seaport transitioned from a development site into a recognizable destination.

Environmental branding element for Liberty Wharf illustrating the waterfront identity system.

Today, Liberty Wharf is part of the Seaport’s dynamic mix of restaurants, contributing to its reputation as a vibrant, exciting waterfront neighborhood and dining destination.

liberty wharf at dusk

The Results

The new identity gave Liberty Wharf a recognizable visual anchor, helping unify its diverse tenants under one expressive brand.

The typographic logo quickly became a signature element on exterior signage and onsite graphics, strengthening the development’s sense of place and elevating its visibility along the waterfront. It also positions Liberty Wharf as one of the Seaport’s most distinctive harborside experiences.

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