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The Smith

Inspired by the spirit and creativity of Boston’s South End, The Smith is where conversation and craftsmanship make every moment memorable.

the well-made
way of life

In this two-phase project, we created a master brand for buildings No. 89 and No. 99. The Smith unifies the 700 total units with one idea: these homes were made for those who feed off the energy of the South End.


  • Location

    Boston, MA

  • Services

    Advertising, Brand Guidelines, Brand Messaging, Brand Strategy, Leasing Materials, Marketing Collateral, Naming, Signage, Visual Identity, Website 

boston at its best

The Smith seeks to empower its residents by creating a thoughtful, holistic, and carefully crafted community, both within and outside of its walls. Hence the tagline, “The Well-Made Way of Life.”

live the smith

The name is inspired by the makers and  doers who make the South End so unique. It’s where craftsmanship and attention to detail matter; where the art of living your way is celebrated.

we wanted to tap into the history of this part of boston. the look is modern industrial on the outside, and inside it’s handcrafted in nature, coming from that maker and artist influence.

Sam Reiche, vice president of leggat mccall properties

award winning living

The Web Marketing Association presented us with the WebAward for Outstanding Website 2020 for our work on The Smith.

WEB Awards

Outstanding Website

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