The brand needed to be fresh and vibrant while also leveraging the history of the area. Our concept, “Real characters. Real character,” leans into the gritty spirit that distinguishes the area from the shiny new Seaport. We also suggested the name Iron Works, making a great legacy part of Boston’s future.
Our fun, attention-grabbing brand will help attract city-dwellers and businesses alike to the 550,000-square-foot mixed-use space—reimaging one of Boston’s most storied neighborhoods.
We conducted a global brand assessment research survey, compiling data from more than 2,000 respondents. The data revealed that while “For the Better” resonated with audiences, PerkinElmer needed to bring more meaning and context to it. Customers wanted to know what PerkinElmer was doing for the better and where they were doing it—in order to connect with the brand in a more human and meaningful way.
We recommended a series of biopic videos designed to show what PerkinElmer is doing around the world “For the Better.” Our videos combined tension with inspiration to create an emotional viewing experience and connection to the brand. Strict attention was paid to casting and production design to recreate the international communities served by PerkinElmer. The videos were translated for foreign markets and viewed online and at international sales conferences to the delight of both sales reps and customers. And that’s all for the better.
We started by coming up with a message strategy that would set The Greenway apart: Boston’s least historic park. We brought it to life with a bold, contemporary new logo and brand platform, “Make today an adventure,” complete with an interactive online “adventure generator” for visitors. The brand reflects the park’s commitment to becoming the most surprising and dynamic destination in Boston.
Our insights and creativity helped to promote groundbreaking public art exhibits by internationally acclaimed artists such as Janet Echelman and Ai Wei-Wei. We also named and launched Momentum, an innovative series of modern dances performed throughout The Greenway. These efforts have succeeded in raising awareness, changing perceptions, and drawing crowds to the city’s hippest new park.
We recommended merging the two brands into one, preserving the equity of the Cox Engineering brand, while also serving the objectives of the installation and maintenance division. We developed positioning relevant to all entities—a higher level of service, expertise that goes further, and superior product performance—and captured it all in the tagline, “Above. Beyond. Within.” We then evolved the Cox Engineering logo to reflect this new positioning.
The unified brand was implemented across all channels, uniting the entire company around an inspiring message and exciting new look and feel. And instead of two separately branded vehicles, Cox Engineering wound up with one fleet that expanded their brand awareness, without having to reinvent the wheel.
We positioned 7INK as Boston’s first “inclusive living™” community, then brought the idea to life with a design inspired by a Gen Z-er’s camera roll—photos that are fun, spontaneous, and authentic. To reach potential renters through their customer journey, our media strategy took a digital-centric, omni-channel approach. This saturation plan hit our audience 12+ times, creating strong market buzz, and we constantly monitored and optimized our strategy to keep the buzz going.
After our campaign launched, 7INK website traffic jumped more than 10+ times from 787 average monthly sessions to 8,760. We also increased research behavior, culminating in a successful lease-up for this innovative approach to rental housing. More and more people learned that when 7INK says all-inclusive, they mean it. And then some.
85%
increase in research behavior
10x
increase in website traffic
After conducting workshops with employees, executives, partners, and family caregivers, we agreed that a new name could better represent all segments of the business while bringing the mission to life in a powerful way. We proposed Careforth, a name that calls to mind the caregiver’s journey and conveys forward momentum—a brand committed to helping family caregivers and transforming the future of care at home. While the new brand purpose, “surrounding caregivers with connectedness,” informed the identity and look and feel, a brand essence video introduced the new brand both internally and externally.
Careforth’s new brand created excitement and inspired unity among employees, and the team eagerly embraced it. So much so that after the launch, we developed a recruitment campaign, using the new brand to attract more employees to an organization that anyone would feel proud to be a part of.
Roundtables, workshops, and research shaped our strategy, which led to the creation of a powerful tagline: “Care to the people.” Serving as a rallying cry, the tagline and brand narrative resonated deeply with employees, igniting brand pride in a major way. To bring the new positioning to life, we used a distinctive illustration style, inspired by the public murals that reflect the rich diversity of CHA’s surrounding communities.
With more employee pride on display than ever before, the internal launch was a smashing success, creating rich content for CHA’s social channels for months to come. Externally, the brand awareness campaign was so effective that, over the course of just four months, it produced the kind of metrics typically seen in an acquisition campaign. Care to the people, indeed.
7.7M
Impressions
4x
Average Conversion Rate
27,341
Actions
To bring to life the organization’s commitment to building healthy communities, we developed a fully integrated, year-long initiative: “The Million Pound Meltdown.” Addressing the obesity epidemic, the program featured Gary Marino, a nationally recognized motivational speaker, along with BCNEPA employees who walked and talked their way through a two-week tour spanning the 13-county service area. The initiative also included media partnerships with local TV stations, customer and community events, a campaign website, OOH and digital advertising, an internal launch event, a weight-loss incentive program, and corporate partnerships.
During the first three months, 6,000 individuals registered for the program and more than 21,000 pounds were lost. Subsequent media coverage was consistently more positive, enrollment goals exceeded expectations, and the campaign fostered renewed employee pride, support, and commitment to the brand and the organization.
Based on this strategy and the St. Regis brand, we developed the campaign theme, “Experience Transcendent.” The campaign purposefully doesn’t mention specific amenities, because, let’s face it, at this price point they’re table stakes. Instead, it stays above it all by capturing the glorious feeling of elevated living.
Given the economic status of our audience, physical pieces such as sales kits and stationery were sourced from the highest-quality materials. And because attention to detail is a hallmark of St. Regis service, it had to be the same for our campaign across all touchpoints.
Our internal research revealed that the reason people love working at Columbia is simple: they feel empowered to do their jobs. Across the board, team members highlighted a culture of trust that’s embraced throughout the organization. When we interviewed the firm’s clients and partners, that same idea emerged—every person we talked to mentioned that they trusted Columbia to get the job done right.
This idea, trust in team, became the inspiration for our brand campaign, “We’re with you.” Everything from the new logo to our down-to-earth tone transformed construction-industry clichés into a warm, empathetic brand. Columbia’s rebrand did more than put a fresh face on a respected construction firm. It ignited brand pride, propelling the company into the future and laying the groundwork for the next generation of leadership.
