How do you define a new neighborhood for a niche audience?
Radian is a luxury rental building in the heart of downtown Boston. Sitting at the intersection of three Boston neighborhoods, the building was designed to appeal to an international audience looking for a more cosmopolitan lifestyle in a traditional New England city.
Role: Creative director for this project working with a team of designers to provide strategic and creative oversight for identity, print, UX and visual design.
The building was situated in an area without a defined neighborhood and designed to appeal to an audience that was unlike the conventional Bostonian. It was important to begin communication and marketing efforts early.
I proposed a 3-phase engagement strategy in three phases (tease, pre-launch and launch) that would address the differing user needs during the three phases. We designed print collateral to support sales needs on the ground.
The final responsive website was launched as an integrated sales tool for leasing. The website featured lifestyle photography with a looped scroll to facilitate further user exploration. We integrated the site to the leasing data to allow users to view, download and share floor plans as well as contact an agent to book an appointment.