The South End's next beginning.
CHALLENGE
Traditionally found in commercial-driven Boston districts, life science buildings had yet to truly tap into the cultural uniqueness of a residential neighborhood like the South End. The goal was to break the mold of where life science activity was happening in Boston, and make EB80 a new destination in the neighborhood, leaning into the vibrant culture and amenities, and placing the building in the heart of the city’s best dining, art and emerging communities.
STRATEGY
We worked together with our clients to craft a unique strategy for positioning EB80 as the pioneer in bringing life-science to this historic neighborhood. Through a design system that was rooted in science and innovation, we aimed to reinvigorate the presence of discovery + innovation, and to create a destination that honors diverse perspectives, and unites creativity, science, and human connection.
CREATIVE SOLUTION
We created a vibrant, bold brand identity that was rooted in science, and inspired by the artistic spirit of the South End community. We used abstract cellular shapes and a neon color palette to highlight the life science aspect of EB80, with accompanying rounded corners and organic imagery that spoke to it’s history and rich cultural heritage.
COLLABORATORS
Elkus Manfredi
Druker
Beacon Capital
