The Laurent

The Laurent is a welcoming new apartment community in Cambridge, MA near the Alewife MBTA Station. The brand campaign celebrates the idea of adventure and storytelling with the tagline “Choose Your Adventure.” Branding Iron developed several logo marks that can be used interchangeably to highlight different types of adventures a resident could have at the Laurent. The primary mark is a typewriter key, speaking to the idea of writing the story of your life. Other marks include an owl for the nature preserve nearby, a bicycle for Cambridge’s bike-centric culture and a comfortable chair for the well-appointed amenity spaces.
The brand strategy includes seven stories, a play on the property, which is 7 stories high. Each story, paired with one of the logo marks highlights a different aspect of the property. The branding team developed patterns which reinforce the idea of storytelling throughout the campaign: a text block pattern which uses excerpts from famous works of literature, and a vintage typewriter key pattern in which the letters for the property name and tag line are called out.
The brand campaign for The Laurent encourages potential renters to consider this ideal setting in which to write the next chapter of their lives.