Arsenal Yards

Watertown, MA

Arsenal Yards is a $400 million redevelopment that is transforming an outdated mall into a dynamic all-in-one living, shopping, dining and entertainment destination. With 425 apartments; a Hampton Inn & Suites; 200,000 Sq Ft of office space, a Roche Bros., Majestic Movie Theater and Shake Shack, Arsenal Yards is creating a true urban village.

Provided with a logo and high-level brand messaging, our challenge was to create a marketing campaign that would share the vision with prospective residents, retailers & commercial office users all while allowing for ongoing announcements about the progress.

Our campaign focused on building excitement for the evolving neighborhood, as well as communicating the game-changing retailers already signed on to the project. In the process, we named streets, squares and buildings; we uncovered all that’s emerging in Watertown and we created a web presence that will grow with the development as it evolves.


services: Copywriting & Messaging, Website Design & Programming, Marketing Signage, Trailer Wrap, Street Naming & Placemaking