Boston Landing

Redefining Boston Landing as a vibrant neighborhood for more than just work.

Sector
Neighborhood
Services

Brand Strategy

Brand Guidelines

Campaign Development

Concept Direction

Messaging & Copy

Logo

Core Collateral

Digital Collateral

Signage & Wayfinding

Website

The Story

After years of establishing itself and discovering its identity, Boston Landing needed to evolve from a corporate-feeling development into a lively, mixed-use neighborhood. We worked with NB Development to reposition the district, home to the New Balance Global Headquarters, Bruins and Celtics practice facilities, and a world-renowned indoor track facility, as a hub for wellness, innovation, and entertainment. 

Through brand strategy, identity design, web development, signage and placemaking, we crafted a visual and verbal system that mirrors the energy and movement of the area. The refreshed brand invites locals and visitors alike to experience Boston Landing not just as a place to work, but a launchpad for connection, and discovery.

BUILT FROM THE NEIGHBORHOOD UP

Built on a geometric grid, the icon combines an abstracted B with a hidden L, using a combination of angles and curves forms that nod to the neighborhood’s dynamic architecture.

The iconic New Balance Headquarters served as inspiration for the icon’s curves.

Branding Billboard for Boston Landing Neighborhood

MESSAGING THAT MOVES

The campaign line “Landing here is just the beginning” positions the neighborhood as a launchpad for a wide range of experiences, from morning workouts to evening concerts.

A DIGITAL FRONT DOOR TO THE NEIGHBORHOOD

Transitioning from a previously corporate and static online presence, the new site aims to shift the perception of Boston Landing from a corporate campus to a vibrant neighborhood alive with culture, connection, and momentum.

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Choose your Own Adventure

After a full day of running around the neighborhood, it's time to...
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