One Exeter Plaza

Rebranding a premier Back Bay office tower with a modern, architectural identity

We developed a new brand identity for One Exeter Plaza, a prominent Class A office tower in Boston’s Back Bay. The goal was to create a contemporary, architectural identity that reflects the building’s stature, its refined interior upgrades, and its central location near Copley Square.

Client
Ruben Companies
Industry 
Commercial Real Estate
Scope of Work 
Brand Strategy, Brand Identity, Signage
Branded stationery for One Exeter Plaza showing the geometric logo and modern visual system for a Boston office tower.
Leasing wall signage for One Exeter Plaza featuring the geometric architectural logo and modern visual identity for the Back Bay office tower.

The Challenge

One Exeter Plaza needed a brand presence that matched its standing as a premier Back Bay office address.

Despite its strong location and architectural quality, the property lacked a cohesive visual identity and street-level impact. The existing materials felt dated and undersold the experience of the building, making it harder to compete for high-value tenants in a market where first impressions matter.

The challenge was to create a contemporary, confident brand system that elevated the building’s perception without overpowering its classic architectural character.

 
Geometric architectural logo for One Exeter Plaza inspired by the vertical structure of the Back Bay office tower.

The Solution

We designed a bold, structured logo inspired by the building’s distinctive architectural forms, using strong verticals and geometric composition to convey stability and sophistication.

This mark establishes a clear connection to the tower itself, grounding the brand in its physical presence.

A cool, refined palette and modern typographic system support the mark with a balance of clarity and gravitas. The visual system carries through leasing materials, marketing collateral, and signage concepts, reinforcing the building’s character and presenting One Exeter Plaza as a smart, forward-looking workplace.

Architectural-inspired One Exeter Plaza logo reflecting the building’s form.
One Exeter black logo for sliders
Primary wordmark for One Exeter Plaza designed with clean, contemporary structure.
One Exeter icon only

Architectural-inspired logo mark for One Exeter Plaza, reflecting the building’s distinctive form and commercial identity. The symbol fuses the numeral “1” and the letter “E”—a simple yet memorable convergence that captures both individuality and place.

Cool, contemporary color palette supporting the building’s clean, architectural brand identity.

Avant Garde typography used throughout the One Exeter Plaza commercial real estate branding system.

one exeter plaza directional signage
Branding and signage for One Exeter Plaza, a Class A Back Bay office tower, showcasing the updated commercial real estate identity.
One Exeter Plaza signage displaying the building’s geometric brand mark and structured typographic system inspired by its architectural form.
Exterior signage for One Exeter Plaza showcasing geometric logo and modern typography.

Exterior signage system featuring the geometric One Exeter Plaza mark and modern typography.

One Exeter brand guidelines

The Results

The refreshed brand repositioned One Exeter Plaza as a contemporary Back Bay workplace with presence and polish, helping the building stand apart in a competitive leasing market.

The new identity and signage system elevated first impressions, modernized the tenant experience, and reinforced the property’s architectural stature. With a clearer story and a stronger visual voice, One Exeter Plaza now communicates the level of quality and sophistication that today’s premium office tenants expect.

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Adams Design
20 Park Plaza
Boston, MA 02116

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