Located in Boston’s Back Bay, One Exeter Plaza is a Class A office tower with a strong architectural presence but lacked a cohesive brand identity that matched its stature. Existing materials felt dated and offered limited street-level impact, underselling the building in a competitive commercial leasing market.

Adams Design was engaged to develop a contemporary identity that elevated perception while remaining true to the building’s architecture. The goal was to create a confident, modern system that refreshed first impressions without compromising the gravitas expected of a premier Back Bay address.

The new identity draws directly from the tower’s verticality and geometric form. A structured mark, paired with a disciplined palette and modern typography, establishes a visual language that feels precise, architectural, and enduring. Designed for seamless application across leasing materials, marketing collateral, and signage, the system reinforces the building’s presence at every point of contact.