Soldier Designs Brand Strategy for New Boston Landmark: Boston Landing




With our DNA running deep through Boston, Soldier was more than excited to get the opportunity to be a part of the creation of a new Boston landmark, Boston Landing. We applied Soldier’s Brand Operating System® framework to provide Boston Landing with the strategy, direction and tools that embody a lasting brand.

Starting with our Brandseeking phase, we began the journey by crafting the motto of the brand; “Life Works Here” and developing the convergence of Health, Wellness, Premium Performance and Active Lifestyles to become a driving force for the brand.

“Our vision for Boston Landing being the ‘Health and Wellness District of Boston’ was not a trivial undertaking and required complete rigor and cohesiveness across the entire narrative and storyline to both sell-in meaningful partners and engage the Greater Boston community at large, while setting a precedent of brand excellence leveraged by New Balance for national and global onlookers.” –  Boston Landing Development Team

Logo System




Arc Icon – Inspired by the iconic architecture of Boston Landing, we developed the Arc Icon.

“The Arc is Boston Landing’s new brand mark and represents the heart of our new visual identity. Derived from an abstracted take on Boston Landing’s architecture, this strong and memorable symbol embodies the essence of the Boston Landing brand: it expresses a sense of community and is simple, modern, and timeless.” – Jennifer Miranda, Senior Brand Design Lead at Soldier Design


Soldier also recently launched the Boston Landing website. The modern and sleek, yet vibrantly colored website showcases Boston’s dynamic new neighborhood for businesses, families and shoppers pursuing active lives. Through the website, users get an inside look at this new location which is located on the Mass Pike and easily accessible from anywhere in the city, it is the new home of the Celtics, the Bruins, New Balance and Boston’s best brands. A space as multifunctional as Boston Landing needed a brand that represented classic Boston community appeal, as well as contemporary design elements that represent where this group is headed.


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