For decades after the Ford Motor Company assembly plant closed in 1958, the Assembly Square neighborhood in Somerville, MA was all but abandoned, a relic of its once-bustling industrial past. In 2012, Federal Realty, a nationally renowned mixed-use developer, began construction on Assembly Row, a thoughtfully planned new neighborhood and destination brimming with shops, restaurants, entertainment, and community events. Steps from a brand new T stop, minutes from downtown Boston, and located on a riverfront state park in uber-hip Somerville, Assembly Row is poised to become the next hotbed of Boston-area real estate.
Federal Realty engaged Korn Design to develop a comprehensive brand positioning, name, visual identity and signature advertising campaign for the only condominium building that will ever be built within Assembly Row, and will also feature the services and amenities of the adjoining Autograph Collection boutique hotel.
The brand positioning focused on Assembly Row’s pivotal location at the nexus of Somerville and Boston – here, residents have access to the best of both. The name – Alloy at Assembly Row – an alloy being the fusion of two metals, resulting in greater strength – references both its industrial past and the new fusion of people, experiences, and amenities available at Assembly Row. Korn designed a logotype that visualizes this concept, using interwoven lines to create custom letterforms. In addition, the project included two billboards, garage scrims, pylons, posters, print collateral, environmental signage, a sales center, icon animation, and a signature video.
Brand Strategy + Positioning
Signature Ad Campaign
Signature Property Video