An economic powerhouse with an important mission, MassDevelopment underwent its first agency-wide corporate rebranding initiative in 20 years. We helped, creating a new logo, fresh look, and bold storytelling platform that conveys the power of MassDevelopment’s impact: “In every community, we see opportunity.”
When the rebrand launched, the MassDevelopment team worked tirelessly to move the new brand forward. And they couldn’t have been prouder of the results.
We translated “the art of well-being” into a brand campaign, telling compelling stories to highlight the many ways Rogerson has changed lives and communities for the better: when care is an art, people and communities thrive. To show this care in action, we created a brand essence video that featured Rogerson employees and residents, speaking about their experiences as part of a Rogerson community.
Once the video was complete, we turned our attention to the organization’s website. Many of Rogerson’s communities had their own individual sites, but Rogerson wanted them all to be housed in one central place, representing one Rogerson. We built a modular template that would allow for flexibility of storytelling, and navigation that makes it easy to find the services, programs, or communities you need. We also gave the site a new look and feel to match the brand campaign, and updated content throughout to support the new positioning. All together, the new brand elements provide Rogerson with a more cohesive platform while highlighting its far-reaching impact: Supporting individuals. Uplifting communities.
Located in Washington Village, South Boston’s most diverse neighborhood, South Standard provides access to a little bit of everything. To live there is to acquire a mix of friendships, communities, and cultures; services and amenities; and neighborhood experiences. We translated this positioning into a creative platform: A sweet spot in life. It speaks to both the stage of life tenants are in as well as the building’s ideal Southie location. Our look and feel incorporates a “spot” motif along with playful illustrations that support vibrant lifestyle photography.
We extended the brand look and feel to a website, brochure, and digital campaign, successfully introducing Southie to a new kind of apartment building—one that’s far from typical, but close to everything else. Sweet, indeed.
While office spaces are categorized as Class A or Class B, we sought to create a new category, positioning 10 Post Office Square as Boston’s only boutique, luxury office tower: a landmark in luxury. We developed a logo inspired by the building’s art-deco history, and created a unique look and feel for the brand that strikes a balance between modern and historic.
Offering access to premium amenities in addition to its modern workspaces, 10 Post Office Square makes going into the office feel like a privilege.
We started with dining establishments at the Hilton. Wet Whistle, the bar that connects the Hilton to the beach, needed a brand identity that would elevate its dining experience without losing any of the fun it was known for. Our new look and feel, complete with updated signage, gave the bar a unique brand that would help it attract a wider clientele.
For the Hilton’s restaurant, Beachcombers, we brought out the modern side of seaside with an updated identity and refreshed color palette to match the hotel’s interior design aesthetic.
Next came the exciting new centerpiece of the entire resort: a stand-alone, large-scale restaurant, brewpub, and meeting space. It needed a name and an identity that would make it feel like an elevated offering for multiple audiences. We went with Black Drum Brewery. A nod to the local fish, Black Drum also has an evocative, edgy feel to it—the beat of a black drum is a call to adventure. We paired the name with a distinctive etching in its logo, and then worked with the on-site team to extend this new brand throughout the establishment, from menus and collateral to signage and staff uniforms.
Finally, we created a brand for Currents, a seaside entertainment and pool complex that integrated the resort’s offering and became a symbol of the newly revitalized resort. As Kingston Resorts continues to be one of the premier destinations in Myrtle Beach, its range of dining and entertainment options—from its casual restaurants to its poolside bar—now have distinct, ownable brand identities that attract tourists and locals alike.
We began by developing a messaging framework for the campaign, focusing on the selfless collaboration of scientists, caregivers, and patients, all working together to make the discovery of insulin possible. Using a clever play on words that alludes to insulin pumps, we developed the campaign theme, “We’re Pumped!” It conveys excitement about how far we’ve come and pumps us up for what’s next: a cure.
Once the theme was established, we created a campaign website that features video content, patient and provider stories, and an interactive timeline of the insulin-related milestones that have shaped Joslin’s past, present, and future. Overall, the campaign was a success, driving continued support to further Joslin’s mission: creating a world without diabetes.
Research revealed that DokBid had spelling and recall issues and lacked broader appeal. Instead of offering a different descriptive name, we saw an opportunity to create a name that reflected a key insight—and told a compelling story. This was a small company on a mission to take on the giant healthcare system, a classic David vs. Goliath scenario. From this insight came the perfect name: Slingshot Health. A logo came next: a stark iconic slingshot that doubled as a patient celebrating victory, alongside a clean, contemporary typeface. Our look and feel furthered this graphic depiction of patient empowerment, while our tagline “Health in Your Hands” completed the theme.
Not only did Slingshot Health give the brand a powerful image that resonated with patients and providers, but it also spoke to the handheld nature of the mobile app and the speed of getting the care you need at the price you want. Now that’s a story worth celebrating.
As we got to know Franciscan, we were struck by the positive energy of the kids and the commitment of the extraordinary caregivers. Instead of limitations, we saw what’s possible. A boy learning to talk using a voice computer. A young girl eating solid food for the first time. A teenager able to take his first steps. Inspired, we knew we had to capture the true spirit of this amazing place. Here, there was growth. There were incredible achievements—an insight we articulated in the tagline, “So every kid can.” Our new brand highlights how kids can reach their fullest potential and live their best life, what all parents want for their child.
The brand was first launched internally at a celebratory all-employee event and was received with a renewed sense of pride by employees who saw the brand as a true reflection of the purpose that drives them to make a difference every day.
Our strategy was to communicate all the extras St. Regis offers by redefining what’s meant by luxury. It’s more than an opulent environment with all the amenities. At the St. Regis Residences, Boston, that’s standard. Our campaign, “Live as you wish,” goes further to claim that here, your every need will be anticipated, and even life’s most mundane moments will be exquisite. We developed a look and feel that uses surreal, fantasy vignettes to convey the lavish, unencumbered lifestyle of a St. Regis resident.
We applied this look and feel to a webpage, OOH and print advertising, sales collateral, and a video that features a yacht pulling into the Boston Seaport. The woman on the boat lifts her champaign glass to a resident, toasting him, and all those in Boston who live as they wish.
We began our work with NIRSense by developing brand messaging that would serve as the foundation for the company’s next phase of growth. Our brand strategy process led us to a compelling brand promise: by surrounding the patient with data, this wireless technology platform reveals a patient’s “true measure of health,” allowing clinicians to intervene at the right moment for the greatest impact. We used this brand promise to inform the organization’s new name, Envello, as the company “envelops” patients in data and insights, providing a more accurate assessment of their health. We then created a bold, modern brand identity and look and feel.
The company’s new name, Envello, successfully expresses what the organization stands for, allowing the team to expand into new markets and products—as more people benefit from their groundbreaking medical technology.
