Iconic
We positioned this premier Back Bay destination as an iconic retail avenue where luxury meets cultural vibrancy, seamlessly blending heritage with modernity. Partnering with the Back Bay Association, Jamestown, and Urban Meritage, we developed a sophisticated visual identity and immersive digital experience that capture the street’s eclectic mix of luxury boutiques, artistic hubs, and world-class dining.
- Brand Strategy
- Identity
- Signage
- Website
We created a visually exciting identity that reflects this unique street’s personality. It also reflects the cross streets that punctuate the line of colorful shops and restaurants. The logo recreates that street grid, boasting bright colors against a neutral background with a hint of shadow forming the letter N.
From Valentino and Cartier to Newbury Comics and Ben & Jerry’s, the brand narrative celebrates its distinctive streetscape and dynamic energy, elevating it as a must-visit destination where Boston’s past and future converge.
The website uses a mix of color and eclectic graphics combined with clever copy and animated gifs to give the site an eclectic and fun feel, much like the street itself. It’s highly functional as well, providing information on all Newbury Street businesses and even allowing retailers to update their information easily for any special events or promotions.
