As the most prominent new landmark in Boston’s Fort Point neighborhood, this bold new tower’s address served well as the primary brand moniker. Following suit with our naming strategy, we streamlined 315 on A’s identity to focus on the building itself. With a pragmatic clarity in mind, we created a streamlined illustration of the building as the centerpoint of the identity. The architecture served well to rally visual perception within the brand. We then paired the image with an industrial quality as a reference to the neighborhood’s vibrant past, creating a distinct visual brand language.