Adams was charged with naming and positioning this two-building, 320-apartment complex adjoining the Cambridge Discovery Park.
We worked with developer Criterion Partners to name the project, then create a logo, identity , print brochure, and signage for it. With several competing properties nearby, differentiating these homes from their competitors was critical. We opted for a positioning that reflected the busy lives of the young professionals who were the target audience. The name and logo were inspired by the varying rhythms of life: high professional energy balanced by a home atmosphere.. where one can relax and unwind.
The scope of work included a printed brochure that held floor plans and various information items about the apartments. The identity graphics added punch to all the marketing efforts.
20 Park Plaza
Boston, MA 02116