The Quinn

Whimsical, surreal, and unmistakably South End—the Quinn’s campaign used striking Rodney Smith photography to set an elegant, dreamlike tone long before the building opened.

With the building still under construction, The Quinn needed a campaign capable of capturing imagination rather than documenting reality. We led with surreal, art-driven storytelling—using iconic Rodney Smith photography to evoke a sense of magic, anticipation, and South End sophistication that no rendering could match. The result was a refined, whimsical visual language that positioned The Quinn as a bold new presence in Boston luxury living.

Client
Related Beal
Industry
Real Estate
Services
Brand Strategy, Tagline, Advertising, Digital Ads

The Quinn ad featuring a whimsical Rodney Smith image of a man mid-jump above a garden pedestal with the headline ‘More Magic.’

the quinn overview rendering of balcony vertical

The Challenge

With construction still underway, The Quinn needed to generate interest and desire for a building no one could yet see—or visit.

The identity had to feel aligned with the South End’s eclectic character while elevating the project into the realm of high-end, art-driven luxury. Above all, the campaign needed to stand out in a crowded Boston luxury market and signal that something imaginative and different was coming.

Double-page Quinn magazine ad showing Rodney Smith’s iconic jumping figure paired with elegant campaign typography.

The Solution

We created a campaign built entirely around wonder. Instead of architectural renderings or standard lifestyle photography, we partnered with famed photographer Rodney Smith, selecting two of his most striking surrealist images.

Their timeless elegance, crisp compositions, and subtle humor gave The Quinn an instantly memorable visual voice.

Anchored by the tagline “More Magic” and later expanded to “More Style,” the campaign used minimal typography, deep jewel tones, and generous whitespace—allowing Smith’s imagery to carry the narrative. The result was a refined but unexpected luxury tone that matched the South End’s artistic spirit while positioning The Quinn as a standout residential offering.

The Quinn ad featuring a surreal Rodney Smith photograph of a woman perched on a ladder with the headline ‘More Style.

The Result

The Quinn’s campaign generated strong early buzz, with the surreal visuals becoming recognizable signatures across print, digital, and street-level advertising.

The work differentiated the building long before completion, helping Related Beal and TCC introduce The Quinn as a sophisticated, design-forward addition to Boston’s South End. The images—and the sense of magic they conveyed—became central to the building’s identity and early leasing success.

EXPLORE MORE OF OUR WORK

next Newbury Street

previous Brio Hingham