Explore Everett
Branding, Visual Identity, Packaging Design
Post Road Residential, bought a plot of land in Everett, MA, and decided to build a market-leading multifamily community there, with over-the-top amenities—but how would we convince well-off Bostonians to venture across the river, into a city known more for its casino and scrapyards than for its untapped residential potential.
Role: Lead Designer and Art Direction / Designed while working with Proverb Agency / Copywriting by Shoki Yashiro / Production by Justin Brown
Hatch Awards: Won 3 awards, for Branding & Identity; Website; and Company Literature
Embrace the Spirit of Adventure
Rather than hide behind our perceived weakness, we decided to embrace a longstanding spirit of adventure and exploration. We discovered that Everett was settled by some of America’s first pioneers— so we resolved to try to capture some of that visionary spirit, compelling modern explorers into a rapidly growing, but little-known part of the city.
The Brochure
We were asked to create a brochure to sell the property. Keeping in line with the exploratory brand, we decided to create a sort of branded travel journal for Everett, inspired by visually-driven publications like LIFE and Nat Geo. This also won a Hatch Merit for Company Literature.
The Website
Inspired by digital visual editorial experiences (like Nat Geo's “A Bear’s Eye View of Yosemite”), we wrote and designed a Hatch-award-winning website that tells a story while it guides you through The Pioneer’s physical spaces. Click below to see a video walkthrough , or just check out the website (view it on a desktop for the full experience).
The Swag
We were asked to create a brochure to sell the property. Keeping in line with the exploratory brand, we decided to create a sort of branded travel journal for Everett, inspired by visually-driven publications like LIFE and Nat Geo. This also won a Hatch Merit for Company Literature.
A Handle on the Competition
As per their tradition, Post Road Residential wanted a unique custom door handle for their project. They held a contest open to anyone who worked on the project, from the construction workers to the architects and interior designers, to submit ideas and designs. My design, using an old-fashioned set of spyglasses for inspiration, won the contest (and some cash-money).
If you want to see it in person, they gave me a solid-bronze casting. It’s heavy.
