Rozzie Boston

A vibrant, contemporary identity for Roslindale’s newest apartments—friendly and modern.

Rozzie is a new apartment community in Roslindale designed for a broad mix of renters—millennials, young professionals, families in transition, students, and longtime locals wanting comfort and convenience. As one of the few modern, upscale buildings in the neighborhood, Rozzie needed a brand with personality: lively, approachable, and rooted in the eclectic energy that makes Roslindale feel both grounded and dynamic.

Client
Torrington Properties / Boston Realty Advisors
Industry 
Multifamily Residential 
Scope of Work 
Brand Strategy, Brand Identity, Messaging, Print Collateral, Signage, Website
Rozzie Tote bag with Rozzie Boston apartment branding and geometric pattern.
Tote bag with Rozzie Boston apartment branding and geometric pattern.

The Challenge

The challenge was to give Rozzie an identity that resonated with multiple audiences while still feeling distinctly “Roslindale.”

Transitional renters were a major segment—people waiting to buy, working in the suburbs but wanting proximity to Boston, or simply seeking more space for their budget.

The brand needed to highlight Rozzie’s unique advantages: generous layouts, great value, abundant nearby green space, and easy access to both downtown and Jamaica Plain.

The goal was to express a modern, upbeat spirit without losing the authenticity and warmth that define the neighborhood.

Rozzie Boston apartment building logo featuring a modular geometric R symbol.

The Solution

We built the brand around the name itself—a friendly, down-to-earth nickname locals have used for generations—and elevated it into a fresh, contemporary identity.

At the heart of the system is the Rozzie logo: a flexible geometric “R” composed of stacked, modular shapes that reflect the neighborhood’s eclectic character and multicultural community. The mark feels modern and expressive without becoming showy—an identity that genuinely belongs to the place.

The design system expands on this modular idea with a bright, optimistic color palette and clean, accessible typography. Together, these elements capture the “best of both worlds” quality of Rozzie: the ease of a neighborhood with room to breathe, paired with the energy and convenience of city living.

Messaging stays upbeat and down to earth, emphasizing spacious layouts, walkability, and everyday lifestyle moments—working in the co-working lounge, biking to Rozzie Square, running through the nearby green spaces, or commuting easily into Boston.

rozzie boston logo on white
Rozzie Boston apartment building logo featuring a modular geometric R symbol.
Rozzie Boston apartment building logo featuring a modular geometric R symbol.
rozzie boston logo on green
Rozzie Boston apartment building logo featuring a modular geometric R symbol.
Rozzie Boston apartment building logo featuring a modular geometric R symbol.

The Rozzie Boston logo reflects Roslindale’s eclectic spirit with bold geometry and a warm, earthy palette. Rooted in community and place, it’s modern, inclusive, and full of movement.

A clean geometric typeface provides structure and clarity across applications.

rozzie-boston-exterior
rozzie boston blue library

A palette drawn directly from the building’s interior materials—deep blue, warm gold, copper brown, and soft neutrals—creates a seamless connection between brand and environment.

rozzie boston illustration of flowers and butterflies

The primary illustration channels Roslindale’s wooded charm with stylized botanicals and soft geometry. Abstract florals and natural forms in earthy tones evoke calm, community, and a deep connection to nature.

Leasing and marketing materials for Rozzie Boston apartments featuring the building’s brand identity.
Leasing and marketing materials for Rozzie Boston apartments featuring the building’s brand identity.
Leasing and marketing materials for Rozzie Boston apartments featuring the building’s brand identity.
Leasing and marketing materials for Rozzie Boston apartments featuring the building’s brand identity.
Construction signage concept for Rozzie Boston apartments featuring the modular R logo and building color palette.

The identity adapts across print, digital, and signage, giving the building a coherent visual presence.

rozzie boston branding with ipad and folder

The Results

The new identity positioned Rozzie as a standout residential option in Roslindale—fresh, modern, and unmistakably tied to the community’s character.

The logo’s geometric “R” became a recognizable symbol of neighborhood variety and inclusiveness, helping the building appeal to its broad audience.

The combination of expressive visuals and grounded messaging strengthened interest early in leasing, differentiating Rozzie from both downtown competitors and older neighborhood rentals.

The result was a brand that delivered personality, clarity, and a welcoming sense of place—perfectly aligned with the way residents want to live today.

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Adams Design
20 Park Plaza
Boston, MA 02116

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