Located in Boston’s Back Bay, One Exeter Plaza is a Class A office tower with a strong architectural presence at a prominent corner. Despite its stature, the building lacked a cohesive identity that matched its physical authority. Leasing materials and signage felt dated, and the property was undersold in a competitive commercial market where first impressions shape perception.

The challenge was to modernize the brand without disrupting the building’s inherent gravitas. The identity needed to reflect professionalism and permanence while introducing a sharper, more contemporary voice that would resonate with premium office tenants.

The new identity draws directly from the tower’s verticality and geometric structure. The mark abstracts the building’s architectural lines into a disciplined, structured form that communicates precision and stability. Typography and composition reinforce this architectural logic, creating a system that feels ordered, confident, and enduring.

A restrained palette and modern typographic approach bring clarity and consistency across leasing brochures, marketing collateral, and signage. The system was designed to strengthen street-level presence while maintaining the authority expected of a Back Bay office address.