The Laurent is a welcoming new apartment community in Cambridge, MA near the Alewife MBTA Station. The brand campaign celebrates the idea of adventure and storytelling with the tagline “Choose Your Adventure.”
The brand strategy includes seven stories, a play on the property, which is 7 stories high. Each story highlights a different aspect of the property. The branding team developed patterns which reinforce the idea of storytelling throughout the campaign: a text block pattern which uses excerpts from famous works of literature, and a vintage typewriter key pattern in which the letters for the property name and tagline are called out.
The brand campaign for The Laurent encourages potential renters to consider this ideal setting in which to write the next chapter of their lives.
services: Brand Strategy, Naming, Logo & Identity, Print Collateral, Copywriting, Social Media, Signage Design