THE CHALLENGE
Criterion Development Partners engaged Marquis to develop the brand for Allée, a new luxury rental community on the Charles River. Working from the ground up with the development team and interior designers, Marquis helped establish the property's identity before its launch. The location offered a distinctive combination of riverfront access, outdoor recreation, convenient connections to Boston and Cambridge, and thoughtfully designed living spaces and amenities.
In a competitive luxury apartment market, the challenge was to create a brand that would set the property apart while communicating what made it different. The identity needed to capture a modern sense of luxury, connect with the surrounding natural environment, and appeal to a diverse audience of prospective residents, from young professionals to empty nesters.
INDUSTRY
Real Estate Development
SERVICES
Research & Analysis, Positioning, Brand Messaging, Naming, Logo Design, Visual Identity, Brand Standards, Brand & Corporate Communications, Website Design, Digital Marketing, Sales & Marketing Collateral, Advertising, Signage & Environmental
THE SOLUTION
Marquis developed the name Allée, inspired by the property's landscaped central courtyard and its connection to the Charles River Greenway. The name provided a distinctive foundation for the brand, linking the community's design and setting with the experience of living there. We developed the brand positioning, messaging, logo, and visual identity to express a sophisticated blend of modern luxury, urban character, and an active outdoor lifestyle.
We carried the brand through the property's initial leasing and launch, creating the website, signage, brochures and collateral, business cards, and advertising. Working across the physical environment and marketing touchpoints, we established a cohesive identity that introduced Allée to prospective residents and brought its distinctive character to life.
