Central Square in Cambridge, MA, was not the obvious choice for a thriving community. CO OP was challenged to create a new destination within Central Square and set the stage for three successful lease-ups. Market Central is a dynamic mixed-use development that celebrates character, convenience and community. The development consists of three residential buildings and an outdoor pedestrian plaza lined with retail.
The three residences are Watermark Central, Link, and Union House, each of which feature its own unique personality and blend of amenities and offerings. First, we had to create a strong master brand to position Market Central as a destination. We then created a brand architecture, visual identity system and marketing collateral to unify the three residential options within the master Market Central brand.
As each of the three buildings began to deliver, it was beneficial to leverage the brand equity built around Market Central. And as recognition for the development began to grow, all prospective residents were presented with a choice of the three unique buildings, with amenities to fit their lifestyle. With offerings ranging from a high-rise luxury tower to minimalist micro-units, the range of living options became a big differentiator from other developments offering one product type.
Brand Strategy
Naming
Verbal Identity
Visual Identity
Brand and Digital Activation
Brand Campaign
Website Strategy, Design and Development
Print and Collateral
Sales Center
Signage