Fronting the Boston Harbor, with city skyline and the immutable Eastie spirit clearly in view, The Eddy arrives, a bold testament to East Boston’s ascent as the city’s next great residential neighborhood. An energetic, inspiring and sustainable space, The Eddy is a pronounced example of developer Gerding Edlen’s principled mission to create places that offer fresh air, foster creativity, and incorporate art and culture. Korn echoed that promise in an engaging brand strategy that articulated the on-going evolution of East Boston – with The Eddy as a prime example of ultra-urbanisim: a matchless gateway to a lifestyle that looks out to Boston, and in to a vibrant, multi-cultural and highly attractive neighborhood.
Based on the “aha” that residents here are forward-thinking young professionals who crave an inspired and eclectic urban lifestyle, Korn crafted a new narrative –introducing an inviting yet unconventional neighborhood rental residence authentically integrated into the fabric of this community. Across 16 stories and 4 acres of waterfront property, The Eddy’s compelling mix of expected and unexpected conveniences and amenities were brought sharply into focus in a brand that wowed with just enough hip-with-a-touch-of-urban-grit flavor to cultivate and retain tenants.
Boasting its mantra to “Live Eddy,” the project stands out as a reinvention of how people can live, work and explore offering modern inclusions for the “unscripted urbanite” – a communal chef’s kitchen, rooftop pool, conference rooms, gallery exhibition spaces, dog wash and spa and water sports, indoor bike storage, a range of car sharing options and an expanded water taxi station, to name a few. All of it in a highly efficient vessel designed to perform 28% better than a typical building and easily walkable to the newly refurbished Maverick Sq. T station as well as an eclectic mix of restaurants, shops and entertainment. In sync, starting with its name, the brand challenged perceptions – yes, “The Eddy” nods to East Boston’s shipbuilding history as the surname of the site’s once landowner, but doubles down when defined as a movement counter to a main current – a fitting metaphor for this highly original waterfront place. A visual identity furthered this concept, surprising and delighting with emboldened letter forms, character heights and colorways – a mirror of the resident profile as bold, ambitious, eclectic and engaged in this transformational community.
A captivating story of East Boston arrives – its name: The Eddy. With Korn as the branding partner, Gerding Edlen debuts a community steeped in tradition and pride – a celebration of the diversity, youthfulness and singular ethos of East Boston crystalized in a brand that demonstrates both the bold transformation and the boundless potential of this place.
Brand Strategy + Positioning