The Sudbury rose on the former site of Boston’s Government Center Garage—a very physically dominant structure whose removal transformed multiple downtown blocks, making possible a new public landscape of buildings. parks, streets…and opportunity. The project marked a fundamental shift in how this part of the city could be experienced—no longer a place people simply passed through, but a place where they could live, gather, and belong.

Our work focused on articulating that shift. The tagline “This Changes Everything” became both message and mindset, capturing the scale of transformation while reframing living in this location and positioning the Sudbury as a highly desirable. Branding, messaging, and marketing focused on placemaking, developed to educate audiences about an overlooked yet ideal location at the intersection of Beacon Hill, the North End, the West End, and downtown—connected to many neighborhoods, yet clearly its own.

The visual identity reinforces this idea of evolution and perspective. A kaleidoscopic mark inspired by change and view functions as a flexible system across applications, while a rich palette and confident typography establish a high-end, modern residential presence. Together, language and design operate to introduce luxury living into a once vibrant part of the city ill-treated by the passage of time.