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  • The Parker is an agenda-setting 22-storey luxury residential tower located in Boston’s theater district, overlooking Boston Common. Designed by renowned architectural firm Stantec, The Parker’s bold architecture and lush interiors, created by Zarifi Design, are inspired by the area’s rich history of personal and theatrical expression. The building was named in honor of Sarah Parker Remond, whose activism led to the integration of the Old Howard Theater.

  • Brand vision
    Brand architecture
    Brand narrative
    Brand identity
    Art direction
    Social media strategy

  • Print and digital collateral
    Photography and film
    CGIs and animation
    Digital design and development
    Immersive brand journey and sales gallery design

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The Seventh Art’s approach developed a brand narrative that leveraged on the distinct essence of the building, and its theatrical inspiration. The color palette builds on the rich tones of the 1930’s and 1940’s burlesque era, and is harmoniously balanced by neutral tones to create glamorous elegance. The logotype draws from the personification of the stage life, accompanied by a contemporary mark that works as a super graphic.

Taking cues from the neighborhood, drama permeates all the brand collateral that was created, mirroring the brand essence of The Parker’s transformative environment and its strong concept of delivering great impact and a bold punch through impeccable attention to detail, and a five star hospitality-oriented approach.

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