Residents sign on for a property as unique as their own “Signature”

Proverb, a multidisciplinary branding agency in Boston, has completed branding and marketing assignments for the Signature, Boston Properties’ latest residential development in Reston, Va., according to Proverb’s Managing Director, Daren Bascome. The luxurious resort-style residential offering is the capstone in the development of Reston Town Center’s Urban Core.

Working with Boston Properties VP of Development, Rich Ellis, Proverb was tasked with developing the brand strategy, name, visual identity, full web site, exterior signage, suite of marketing assets and brand video for Signature in one of the area’s most walkable and amenity rich locations.

Ellis offered, “Reston Town Center has long been a national model for mixed-use development and with that comes a responsibility to properly build upon the Town Center’s unique live-work-play environment. To do so for this special site we enlisted an all-star team of designers and consultants and truly think they have delivered a project that all stakeholders will be proud of.”

Proverb collaborated with Boston Properties to create a robust selection of community-building activities like gym classes and wine nights. After signing a lease, residents are encouraged to leave their mark – in a designated spot on the lobby wall.

Proverb’s Managing Partner, Director of Client Services Christine Needham commented, “A high-end, custom-designed building like Signature needs a brand identity that authentically embodies its character, style and living experience. By starting the project with a robust research and strategy phase, we were able to create a brand and brand assets that capture the spirit and specialness of this one-of-a-kind property.”

The 620,000 square-foot project delivered more than 500 apartments last month, with high-end amenity spaces that include indoor and outdoor social spaces, ground floor art gallery, rooftop pool, and penthouse-level fitness center and yoga studio. The site also includes specialty grocer Balducci’s. Signature is now open for renting to prospective residents.

Billings for the assignment were not disclosed.

Proverb is an agency focused on building powerful brands and creating a more thoughtful world around us. We partner with innovative real estate developers, cities, hotels, museums, architects, hospitals and other organizations that seek to transform the built environment. Our work connects with smart, sophisticated audiences, stands out from competitors and creates lasting value for our clients. For more information go to: www.proverbagency.com