Gerding Edlen

Troy Boston

brand design • web • collateral • signage

On the leading edge of a transformational slice of Boston’s South End, Troy Boston is poised to become a bold new icon. The name Troy gives a nod to the city’s long-vanished “New York Streets,” a reference to the history of the location. The brand itself is an expression of the pioneering lifestyle found in transitional urban districts, with a hint of the location’s railroad roots. The visuals are inspired by the music of 2chainz and the words and style of Coco Chanel.

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primary wordmark

brand treatments

brand icon

Print Collateral

early engagement splash page

single scroll responsive website

single scroll responsive website

single scroll responsive website

single scroll responsive website

single scroll responsive website