The Benjamin Seaport Residences
BRANDING & MARKETING A LUXURY MULTI-FAMILY HIGH-RISE IN BOSTON'S SEAPORT
Boston’s Seaport District is one of the most vibrant and desirable places to live in the city but it wasn’t always that way. Years ago, the majority of the property along the waterfront was primarily industrial. As part of the areas resurgence, Berkshire Communities designed and developed two landmark properties, sharing the same parcel of land, that was once a parking lot. Chameleon DG was honored to be chosen by Berkshire as the creative partner on the iconic project and the strategic creative brand inspiration behind the two high-end multi-family residences that now grace the gateway to Boston’s reinvented waterfront district.
The Benjamin offers a distinct residential experience appealing to diverse audiences offering views of the city’s skyline and harbor, extensive indoor and outdoor amenities, modern interiors and technology for one of the more innovative cities in America. This independent, first class property attracts a wide demographic of both working professionals and Baby Boomers alike who demand character and distinction in a residence. Life at the Benjamin is a life of distinction, sought after by those who desire a walkable, healthy lifestyle and those with an affinity for smart, sustainable, yet timeless design, views not available anywhere else in Boston and the 24-hour door service and concierge service found at a private resort.
PROPERTY PHASE SERVICES
Investor Level > Development Level > Pre-Leasing > Launch
Property Naming | Property Branding | Groundbreaking Creative | Sales & Property Identity Package | Investor Presentations | Community Outreach Marketing | Building & Barrier Signage | Pre-Leasing Marketing | Grand Opening Creative | Floor Plans | Leasing Marketing | Social & Digital Creative Platform
CLIENT
Berkshire Residential Investments
LOCATION
Boston, MA
INDUSTRY
Real Estate / Multi-Family Development
SERVICES
Naming
Brand Strategy
Brand Identity
Brand Communication
Creative Concepting & Execution
Copywriting
Social Media Creative
Digital Presentations
Digital & Print Advertising
Photography
Re-Touching
Collateral & Selling Systems
Email Template Design
Video Production
Motion Graphics
UI/UX Interface Design
Interactive eBrochures
Landing Page Design & Development
PROPERTY BRANDING
Developing two adjacent properties simultaneously, the challenge for us as creative partners, was to design a distinct and unique brand platform for not only this luxurious high-rise, but its sister property. Naming and brand exploratory was paramount to establishing the emotional connection to the targeted demographic. Collaborating with Berkshire, a focus group event was held where the top 9 choices were unveiled and open for public interpretation. In the end, The Benjamin and VIA were born.
Every impression for The Benjamin had to evoke the highest quality. It was important for all prospective consumers of the brand, to have an emotional and visual connection with it. This included distinctive naming for all of The Benjamin’s common/amenity spaces, and a subtle couture style pattern developed to compliment The Benjamin brand mark embodying value, status and refinement. This philosophy and perception of the brand was carefully and consistently applied to all elements of the marketing campaign.
During this landmark Seaport development, Chameleon DG simultaneously named, branded, and marketed The Benjamin's sister property, VIA. View this bold and vibrant property that draws inspiration from the waterfront vibe and energy of the city, where every resident lives inspired.
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