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the harvey apartments branding


At a time when it seems every new residential building in the Boston area is being marketed as super-luxe, top-of-the-line, and over-the-top, how do you craft a narrative and brand that’s more down-to-earth? While comfortable, convenient, and connected to everything, this building is located in a former industrial area which had been the location of the Hood dairy bottling plant. So while the area is evolving, how do we get potential renters to see the vision of what’s to come as well as the opportunity that’s there now?


We started with the name—a name that’s warm, real, and authentic: “The Harvey” (after Harvey P. Hood, founder of the dairy). Rather than cliché photography or digital renderings, we worked with illustrator Cristiana Couceiro to create collages representing the spirit of the project in a creative way. The marketing materials we developed (including messaging, website, signage-wayfinding, environmental graphics, and leasing brochure) personify The Harvey by asking the audience to “Say Hello” to everything available in the building and Boston’s newest neighborHOOD.