Opportunity: Rooted in hard work and tradition, Boston Landing is built on one of Boston’s largest former stockyards, the revitalization project transformed the area into a vibrant destination for like-minded companies, with a focus on work/life balance.

Located adjacent to the existing New Balance World Headquarters Building, Boston Landing created a state-of-the-art development that complemented the existing neighborhood fabric through the creation of new office space, retail stores, restaurants, and sports-related uses.

Our team was tasked with creating a cohesive, integrated design and branding experience predominantly targeted towards millennials who represent over 80% of the world’s workforce today.

Strategic Approach: Born from American values in one of the nation’s most revered cities, we positioned Boston Landing as the manifestation of the American pursuit for excellence.

Understanding living healthy, active lives is a struggle for many Millennials who pride themselves on living in the moment experiences where being healthy may not always take first priority, Boston Landing will keep this top of mind.

Together, we set out to elevate people’s urban lives through community, customization, team, movement, technology, and sport as lifestyle by establishing an integrated neighborhood experience for life/work and play.

Solution: Life Works Here.

Through a consistently applied design system we color coded Boston Landing into six main categories based on use and function. This codex is featured across the website, advertising, and the physical spaces in order to create a cohesive and easy-to-navigate system. A simple, modern wordmark was developed as the heart of our design and visual identity. Derived from an abstract take on the area’s architecture, this strong and memorable symbol embodies the essence of the Boston Landing brand: expressing a sense of community, simple, modern, and timeless.