Strada 234

Re-establishing a luxury residential brand where the North End meets the Waterfront

Strada 234 sits at the seam of the North End, the Waterfront, and Boston’s vibrant Bulfinch Triangle—an emerging residential enclave offering convenience, culture, and front-row access to urban life. The condominium refresh needed to elevate the property’s perception, present it as a sophisticated alternative to traditional luxury towers, and appeal to buyers seeking a more boutique, design-forward expression of city living.

Client
Otis & Ahearn / The Carlyle Company
Industry
Residential Real Estate
Scope of Work
Brand Strategy, Naming, Brand Identity, Advertising, Visual System, Signage, Print, Website

strada man with clippers for featured image

strada 234 brochure interior with view

Strada 234 embodies European sophistication with a modern urban edge. Strada, Italian for “street”, nods to the North End’s rich heritage, while 234 adds a sleek, contemporary touch. The result—a distinctive, memorable brand that captures industrial charm and upscale city living.

The Challenge

Strada 234 sat almost directly beneath the shadow of the old elevated Central Artery—an area long perceived as gritty, transitional, and overlooked.

Before the Greenway transformed the neighborhood, prospective buyers saw an industrial edge rather than residential appeal. Our task was to recast a former biscuit factory into a desirable, design-forward address and attract buyers willing to embrace an emerging neighborhood long before it was considered fashionable.

The Solution

We leaned into the building’s industrial heritage and unconventional setting rather than hiding it.

The new brand embraced an “industrial chic” attitude—bold, stylish, and unapologetically urban. A geometric logo drawn from the building’s façade set the tone, paired with fashion-inspired black-and-white photography punctuated by sharp hits of color.

This visually confident system reframed Strada 234 as a residence for the adventurous—a place for buyers who appreciated authenticity, edge, and proximity to Boston’s most vibrant neighborhoods. The result was a brand that turned a once-challenging location into a compelling draw.

The Strada 234 logo blends crisp geometric diamonds—drawn from the building’s façade—with refined typography, creating a modern, architectural mark that signals boutique sophistication.

strada 234 fonts on black vertical

strada 234 fonts on green vertical

Broadsheet LDO Regular brings a refined, editorial quality to the brand, with classic contrast with contemporary clarity.

A palette of charcoal, mint, teal, and cool blue reflects Strada’s modern urban setting—sleek, clean, and connected to the waterfront.

strada 234 man with shears and topiaries

French folds with a die cut showcasing the exact view from a window and time of day it was photographed.

Strada 234, in Boston’s West End, began as the Austin Biscuit Company in the early 20th century—later home to Loose-Wiles and Sunshine Biscuit. A legacy of industry, reimagined.

strada 234 girl with peach by boston graphic design studio adams design

strada 234 woman with apple ad

Black-and-white portraits accented with bold color elements reinforce the brand’s fashion-driven personality and sense of confident city living.

Rather than focus on the building, we branded a lifestyle—Boston’s first concept-driven campaign, using people to spark image and desire.

The Results

Strada 234 quickly found its audience—buyers who valued character, creativity, and the energy of a neighborhood on the verge of transformation.

The bold, fashion-driven campaign reframed what had once been seen as a disadvantage into a defining asset, positioning the building as a pioneering residential address before the Greenway reshaped the area.

The brand’s confident attitude helped accelerate sales and established Strada 234 as one of the earliest successful lifestyle-driven conversions in this emerging district.

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