Located in the heart of Downtown Boston, One Canal entered a highly competitive luxury rental market where many new developments relied on interchangeable branding and generic lifestyle imagery. Developed by Aimco in partnership with Trinity Financial, the property offered 279 residences anchored by a standout rooftop pool with expansive views of the Boston skyline, an amenity designed to define an elevated urban lifestyle.

Adams Design was engaged to create a brand that would move beyond category convention and speak directly to design-savvy renters seeking style, energy, and a distinctly city-driven experience. The challenge was to translate One Canal’s most compelling asset, the rooftop experience, into a clear, attitude-driven identity that reflected the pace, sophistication, and confidence of downtown living.

The resulting concept, Haute Urban, merged fashion sensibility with the dynamism of the city. Bold typography, high-contrast black-and-white photography, and vivid color accents formed a graphic system that emphasized skyline views, movement, and atmosphere, positioning One Canal as a stylish alternative for renters drawn to an elevated urban lifestyle.