The Boston Landing district has undergone major changes and unveiled a fully refreshed brand. The area, home to New Balance headquarters, the training facilities of the Bruins and Celtics, and a next-generation track-and-field center, is developing into a destination for work, leisure, and active social interaction.
NB Development developed the new district image. The main objective was to change how Boston Landing is perceived. Previously, the location was associated primarily with a corporate environment. Today, the district is a hub of urban life, innovation, and practices that support healthy living.
The updated logo mark is built on a geometric foundation and combines the letters B and L. Through a mix of sharp angles and soft lines, it conveys the character of the area’s architecture and layout. The color scheme shifted from the familiar blue to a red-lilac palette.
The Boston Landing slogan is framed as a call to action: “Landing here is just the beginning.” The phrase conveys the district’s transformation and highlights the variety of experiences available to visitors, from sports to cultural events and social gatherings.
Special attention was given to the website redesign. The platform moved away from a strict corporate format and became an informational space featuring content on cultural initiatives, athletic opportunities, and ways to engage within the district. Alongside the visual update, NB Development revised the wayfinding system and carried out improvements to public spaces, opening Boston Landing to residents and visitors. The district is taking shape as a lively urban environment focused on active living and connection.
