Neoscape partnered with Phoenix Property Company and Lincoln Property Company to brand and market a new waterfront apartment community in Boston’s Seaport District. Ora, as the development came to be known, features 304 thoughtfully crafted luxury apartments surrounded by an array of neighborhood amenities, bringing together the best of urban living.
To create an authentic and compelling brand story for the development, we held a visioning session with the client, learning everything we could about the target audience, unique selling points of the project, and the team’s goals. In the end, we came away with a strategic foundation built on the principles of urban convenience and connected community.
In branding the building, our team considered the project’s architectural and locational benefits, as well as its emotional significance to future residents. “Ora,” rooted in Latin, has various meanings that include “passageway,” “edge,” and “sea coast,” all laddering back to the strategic themes of innovation, luxury, and connectivity. This brand was elegantly incorporated into the building architecture through signage and wayfinding designed by sign solution experts, Whitney Veigas.
To truly capture the essence of Ora, we created a series of renderings to be used across printed collateral, the website, and social media. We worked closely with the client to craft imagery that highlighted the building’s warmth, elegance, and modern design while perfectly complementing the aesthetic of the visual brand identity.
With the opening of the building in late 2020, we continue to support the leasing team’s efforts with monthly social media campaigns and blogs via the website. By creating a steady stream of new and relevant content each month we have significantly increased follower activity across social media and continue to drive traffic to the website.
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Strategy & Positioning, Naming, Branding & Identity, Brand Story & Messaging, Renderings, Leasing Collateral, Property Website & Landing Page, Digital Marketing, Neighborhood Photoshoot, Signage Consulting
