The Fenway has long been Boston’s culture and entertainment mecca. Between its world-class museums, live music venues and the one-and-only Fenway Park, the neighborhood has become an increasingly sought-after place to live. The Abbey Group hoped to capitalize on the neighborhood’s transformation, but faced the challenge of differentiating their 18-story tower from a slew of nearby competitors. A bold, colorful brand positioned The Viridian as the stylish, sophisticated new-kid-on-the-block, while digital and transit advertising drew prospective tenants from around the city.