Marketing a signature building in a new life-sciences district

100 Chestnut - Branding

Our branding team was presented with a unique challenge: help define a new neighborhood hub where scientists, artists, and technologists all come together to collaborate and be inspired. They rose to the occasion, creating an exuberant brand, logo, and narrative for the emerging Brickbottom District. 

In addition, the team developed leasing materials for the district's inaugural lab building, 100 Chestnut. Featuring a logo inspired by a DNA strand, the tagline "where beautiful discoveries are made” and custom illustrations, the brand is driven by the connection between art and science at this site. Our team ensured that the materials— including a sophisticated website and interactive leasing deck—effectively communicate the district's connectivity and appeal, particularly its proximity to desirable Kendall Square.

Shortly after launching the brand campaign, 100 Chestnut accomplished two significant milestones: obtaining construction financing and securing its inaugural tenant, a biopharmaceutical company based in California. The completion of 100 Chestnut, coupled with the newly opened public transit station nearby, will be the catalyst for the revitalization of the area. The development will introduce green spaces, attract retail establishments, and create avenues for public art and events, thereby fostering a vibrant and dynamic community.