Park Lane Seaport

Boston, MA

Park Lane Seaport was the first luxury rental property to open in Boston’s coveted Seaport District. Built in 2005 and recently refreshed, the two building, 465-unit property needed a new brand to reflect its new vibe. With buildings that feature larger units than area competitors, plus two expansive roof decks, amazing water views, many on-site restaurants and a very desirable location, there’s a lot to love about Park Lane Seaport. However, since many new rental properties have been built in the past few years, the property needed a way to stand out from the crowd.

Our strategy began with the idea of re-branding Park Lane Seaport as “the best-kept secret in the Seaport”. The strategy creates a bit of intrigue, while also encouraging renters to look beyond the area’s newer properties to find perhaps a better fit for their lifestyle. Expanding on the tagline, the team developed numbered, interactive secrets on the website that reveal exciting facts, features and stats about living here. Subtle animation throughout the website reinforces the idea of delightful surprises within the property.

Anchored on the idea of a waterside location, our logo mark uses a subtle wave pattern which extends throughout the campaign. You’ll see it animating on the website to bring attention to the remarkable aspects of the property.


services: Brand Strategy, Logo & Identity, Print & Digital Collateral