Haute Urban
Positioning these 279 luxurious apartments in the center of downtown Boston as having the best rooftop pool with the best city views.
One Canal entered a highly competitive downtown Boston luxury rental market. Our strategy was to appeal to affluent Millennials and GenXers by focusing specifically on differentiators no one else could claim at the time: a magnificent rooftop pool and amenity center, amazing 360º views and two floors of luxe penthouse apartments. It was the fastest lease-out in Aimco’s history.
We chose a bright color palette that would contrast easily with the black and white urban images we would be using for all the advertising.
The tagline “Haute Urban” was incorporated as a major graphic in to the advertising in order to emphasize the downtown sophisticated nature of the project and the demographic.
We used black-and-white photography paired with a muscular tagline (Haute Urban) to communicate both the industrial chic environment of the Bulfinch Triangle and the sophisticated, amenity-rich experience One Canal promised.
Bob Packert, acclaimed fashion photographer and visual artist, collaborated with us to create these elegant black and white images that focus on the incredible views from the roof top pool.
Adams Design
20 Park Plaza
Boston, MA 02116