NAMING | TAGLINE | BRANDING | WEBSITE | BROCHURE

The Pioneer

A luxury apartment in Everett, built for those willing to brave a new frontier.

Won 3 Hatch Awards in 2019, for Branding & Identity; Website; and Company Literature.

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Enter Everett

Our client built what is quite possibly the most stunning, amenity-stocked apartment community in the Boston area— but they built it in Everett. So how do we convince upwardly mobile people to move into a city known more for its casino and scrapyards than for its unlimited residential potential?

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 Tagline

How could I capture the essence of the brand in one line?

“I still remember the meeting when Shoki presented that line, “You Can’t Discover What You Don’t Explore.” That is our essence, our story. Everything we’ve done since that meeting carries the meaning of those words.”

Andy Montelli, CEO Post Road Residential

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 “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.

Cover Editions

We printed two different cover editions— a ‘Tobin Edition’ and a ‘Mystic Edition’

Interior Spread Samples

We interviewed nearby brewers and distillers to get a sense of what they love about Everett, and even included a “visual diary” of the overlooked city.

Carrier Package

The perfect-bound journal and all leasing materials fit neatly into a custom manila sleeve.

The Swag

We had the idea of partnering with Woolrich Mills to create a custom blanket as a move-in gift for the first 200 renters. We called it the Limited Edition Explorer’s Knit, complete with a brand story stitched right on the blanket.

If you ever told me I’d be writing a blanket, I’d have been confused.

My copy in all it’s barely-legible glory

Some other swag…

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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.

Info
Agency: Proverb
Client: Post Road Residential
Architect: Bargmann Hendrie Archetype

Credits
Role: Concept & copywriting
Art Direction & Design: Ryan Magalhaes
Strategy: John Lockwood
Local Photography: Toshiki Yashiro