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For independant thinkers
Positioning these 58 condominiums in Boston’s eclectic South End to appeal to someone looking for something a little bit different. Like the building and like the neighborhood.
The old and the new came together in Penmark. Built in 1863, this old school building now houses contemporary luxury condos, its historic past in contrast to its arty, do-your-own-thing SoWa neighborhood. By capitalizing on both, we not only created a vibrant brand image for these new residences but also defined a new neighborhood and lifestyle. The choice to use illustration pays homage to the artists and galleries of the South End.
Brand identity included naming the building and then creating an iconic logo. Because the building was constructed in the 1860’s as a school, we based the logo on mid 19th-century Victorian advertising fonts. We used red and orange as the primary palette and the jumping off point for the illustrations.
The umbrella theme of the ad campaign was “For independent thinkers,” alluding to residents of the eclectic neighborhood and to the free-thinking lifestyle built around Penmark. The ads followed this up with a theme built around the color of the illustration, Think Red, or Think Blue.
Adams Design
20 Park Plaza
Boston, MA 02116