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IT’S THE ATTITUDE
Collaborating with Otis & Ahearn, J.S. Karlton Company and The Carlyle Group Joint Venture, we created a ground-breaking ad campaign and print collateral for this converted bakery that sold out in 6 months.
The year was 2003 and an early 20th century biscuit factory was nestled right underneath a hideous elevated green highway. The highway was eventually to come down and become the Greenway. But until then, how do you brand a condo building where no one wants to live? We began by creating artwork that was provocative and at the time, very different than what other firms were doing. Industrial chic was the new buzzword and appealing to the adventurous client was our mantra.
Strada 234 in Boston’s West End, boasts a rich history dating back to the early 20th century. The building originally served as the Austin Biscuit Company factory, which later became the Loose-Wiles Biscuit Company and subsequently the Sunshine Biscuit Company. Located under the elevated highway on Causeway Street, this former bakery and warehouse said “seedy neighborhood” when it needed to say “desirable residential address.”
Instead of talking about the building, we talked about the lifestyle… and introduced the first branding of a building in Boston that was conceptual in nature using people to create an image and a desire.
Adams Design
20 Park Plaza
Boston, MA 02116