A bold brand identity that elevated luxury living in Boston’s Bulfinch Triangle
Set in Boston’s historic Bulfinch Triangle, One Canal needed a brand that would cut through a densely saturated apartment market. With 279 luxury units and an amenities-rich offering—including a standout rooftop pool—Aimco sought an identity that would speak directly to renters who valued style, substance, and an elevated urban lifestyle.
Client Aimco, Trinity Financial Industry Multifamily Residential / Urban Living Scope of Work Brand Strategy, Brand Identity, Advertising, Photography, Print, Outdoor Advertising
The Challenge
One Canal faced significant competition from nearby developments, many relying on similar visual formulas and generic lifestyle imagery.
We needed to create a brand that felt distinctive, fashion-forward, and reflective of the neighborhood’s industrial edge—one capable of attracting young, design-savvy renters who prioritized amenities, views, and a sense of place.
The Solution
We developed “Haute Urban”, a brand concept merging high style with urban grit.
The identity paired refined typography with bold color—an unexpected contrast to the templated look of competing properties. Black-and-white photography accented with sharp color bands highlighted the killer rooftop pool, dramatic skyline views, and industrial context of the Bulfinch Triangle.
Campaign materials appeared throughout the city, leveraging striking compositions and attitude-driven imagery to position One Canal as the stylish alternative to typical luxury apartments.
Bodoni Moda Bold and Gilvji Bold form a refined typographic pairing that signals sophistication with a modern edge.
A vibrant spectrum—orange, tangerine, citrus green, and teal—injects energy, creating a high-contrast counterpoint to gritty black-and-white photography.
We collaborated with fashion photographer Bob Packert to capture elegant black-and-white images showcasing the rooftop pool’s stunning views.
Each image framed the rooftop pool against the city skyline, emphasizing its striking urban proximity.
The Results
The Haute Urban campaign delivered immediate impact.
One Canal became the fastest lease-up in Aimco’s history, reaching 100% occupancy through branding that resonated with renters seeking sophistication, authenticity, and remarkable amenities.
