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Arsenal Yards

Watertown, MA
The Wilder Company / Boylston Properties

From ‘Not Boston’ to Now Watertown

Neither in Cambridge nor the leafy suburbs of Boston, Watertown Arsenal was in an overlooked part of MA. Comprised of a shopping mall and historic military buildings, it needed a distinctive vision to become a unique mixed-use destination. Visited almost exclusively by out-of-towners, our challenge was to make this a place of pride for the everyday, the local, and the hometown.

Celebrating Suburban Grit

We immersed ourselves in the neighborhood. We discovered the unique character of Watertown. The city is proud of its diversity, ability to change, and definitely didn’t need to be the same as anywhere else (read: Boston). Our brand solution focused on blending the local energy and cool factor of urban warehouses with the more community-minded suburb.

Open for Business

Having defined a place, we then needed to recruit retailers and residents to give life to the place. Our brand presented the vibrant possibility Arsenal Yards had for retailers, hoteliers and restaurateurs. The graphic identity dramatized ‘open access’. This positive and strong message drove all of the marketing materials. From ICSC to the streets of Watertown, we reached out to find the right, eclectic and energized brands to make sure Arsenal Yards was definitely ‘not Boston’.

How We Made
Arsenal Yards

Brand Strategy
Visual Identity
Verbal Identity
Brand Campaigns
Brand Activation
Print & Collateral
Signage & Wayfinding


project will open


total number of retailers


tax revenue in Watertown


sq ft of Life Sciences space leased

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