First impressions count — but they don’t have to define a brand. After early marketing missteps and lower-than-hoped sales, the team behind Lovejoy Wharf asked Pilot to bring a fresh take on their challenge. And something wasn’t adding up. After a deep dive on their property and positioning, we worked with Lovejoy Wharf to rethink what the first-of-its-type development stood for. How to better match its assets with its audiences. And how to rewrite its story.
We discovered a more on-target audience — the young-at-heart city lover — and rebuilt the brand to reach them. “Everything, in everway” is the Lovejoy Wharf rallying cry and an idea that celebrates a lifestyle only they deliver. Something that speaks to both the luxe on-property life, but also the proximity to fresh Boston locations just off-property.
We created a new voice for the property that speaks directly to young-at-heart city lovers and pushes harder on claims that distinguish Lovejoy Wharf from other places. And we built an identity system in tune with our audience that played off the waterfront location, recasting the property through photography captured on-site by our own embedded photographer.
A new website uses imagery and storytelling to bring the property to life for potential residents. We also built a suite of marketing materials, signage, and advertising that featured bold messaging and photography. Finally, a new sales center dressed in map graphics reinforces the property’s prime location at the intersection of all things Boston and helps make the story of the brand real in face-to-face interactions.
Lastly, a new sales center dressed in wayfinding graphics reinforces the property's prime location at the intersection of Boston's quintessential neighborhoods.
Strategy & Messaging
Film & Photography