Newbury Street
A vibrant retail avenue where luxury, culture, and neighborhood energy meet
We positioned Newbury Street—Boston’s most iconic retail corridor—as a vibrant destination where luxury, culture, and neighborhood energy meet. The refreshed identity elevates the street’s mix of boutiques, galleries, dining, and street-level creativity, giving it the cohesive presence it had long needed.
Client
Back Bay Association, Jamestown, Urban Meritage
Industry
Retail / Tourism
Scope of Work
Brand Strategy, Brand Identity, Visual Language, Signage, Website
The Challenge
Despite its national reputation, Newbury Street lacked a unified brand and digital experience.
Retailers marketed themselves independently, resulting in fragmented communication and missed opportunities to strengthen the district’s collective identity. The challenge was to create a flexible system that connected past and present, supported hundreds of diverse businesses, and engaged both visitors and locals.
The Solution
We developed a visual identity that captures Newbury Street’s energy, color, and unmistakable rhythm. The logo distills the street’s defining experience—rows of boutique brownstones lining both sides of a long, walkable corridor—into a modern geometric mark.
Each colorful block represents a storefront along the avenue, while the diagonal shadow at the center creates a subtle, built-in “N,” anchoring the symbol in place and name.
A bright, saturated palette reinforces the street’s lively mix of fashion, art, dining, and culture, balanced with soft architectural neutrals for refinement.
Bank Gothic Light, with its clean, structural letterforms, echoes the modular geometry of the mark. We extended the identity through repeat patterns, bold illustration, and a dynamic website that allows retailers to update events and promotions, while visitors use an intuitive interactive map to explore every business on the street.
Each colorful block represents a storefront along the avenue, while the diagonal shadow at the center creates a subtle, built-in “N,” anchoring the symbol in place and name.
Bank Gothic Light reinforces the brand’s architectural personality, mirroring the block-like forms of the logo and the structure of Back Bay’s brownstones.
Vivid accent colors—cyan, coral, magenta, violet, green, orange, and blue—paired with soft neutrals capture the street’s lively yet sophisticated character.
The geometric logo pattern brings Newbury Street’s eclectic mix of fashion, color, and culture into a bold, modern expression.
A combination illustrations and photography combined to create vibrant graphics and animated gifs for signage and the website.
A vibrant campaign of illustrated and photographic banners brings personality to the street while unifying the district’s visual presence.
