The Indie Brand Development

Hello, Artsy.

Resident360 was tasked by Jones Street to create a unique brand for their new multifamily development, The Indie, in Boston's Allston/Brighton neighborhood. Aiming to attract young artists, professionals, and grad students, the project features high-end amenities, an elaborate maker space, and a gallery, all designed to foster a vibrant live/work/play environment. Inspired by Allston’s rich musical history, "The Indie" reflects the independent spirit of the community. The brand, anchored by the versatile tagline "Hello, Freedom," is adaptable across various marketing channels. The visual identity, featuring a brush graphic, captures a DIY/maker aesthetic that resonates across diverse settings, ensuring The Indie stands out in Boston’s competitive market.