Virginia’s tallest apartment community stands out for more than its height
With its dynamic mix of apartment homes, offices, retailers, and events, Reston Town Center (RTC) in Northern Virginia has long been a paragon of successful mixed-use destinations. When Boston Properties decided to expand RTC and plan their next apartment community, they enlisted our team to create a compelling new name and memorable brand campaign.
As the tallest apartment community in all of Virginia, we developed several naming options that emphasized the building’s height, prominence, and views. We paired the chosen name, Skymark, with an elegant logo featuring elongated K’s to establish a distinctive visual identity. We then crafted a campaign around the concept of living at Skymark as an opportunity for residents to “Recenter Your Life.” This idea references both RTC and the recent trend of more closely aligning one’s home and lifestyle with their personal goals. To complete the campaign, we incorporated a refined color palette, metallic textures, line art by artist Shane Murray, and plentiful white space, all reflecting the aesthetic of the building's interiors.
Opening in 2024, Skymark is set to redefine living and leisure in the heart of Reston.
At a Glance
- Offices
- Client
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- Boston Properties
Krista Bourque, Principal, Branding Strategies
A distinctive brand is a critical asset. It resonates with target audiences, creates meaningful emotional connections and directly impacts the bottom line.
Jenya Guillemin, Senior Associate, Branding Strategies
To create compelling brand visuals, you must tap into the optimal combination of intuition, reasoning, logic, and art.
Nina Daly, Senior Associate, Branding Strategies
A great brand comes from that magical place where a good story and compelling visuals meet, creating an experience that is both meaningful and memorable.
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