Bringing the Spirit of Exploration to Everett
The Pioneer reimagined Everett as a destination worth crossing the river for. Transforming a city once known for its casino and scrapyards into a home for Boston’s modern adventurers.
Role
Lead Designer with Proverb Agency
Duration
6 weeks
Project Team
Art Direction: Alisa Blanter
Copywriting: Shoki Yashiro
Production: Justin Brown
About
Post Road Residential set out to build a market-leading multifamily community in Everett, MA, packed with amenities designed to rival downtown Boston. The challenge? Convince discerning renters to see Everett as more than an afterthought. Our solution: position The Pioneer not just as a building, but as a movement—an invitation to rediscover the spirit of exploration and chart new territory just outside the city.
Responsibilities
As Lead Designer, I shaped the brand identity, redesigned the website.
Brand Identity
Instead of sidestepping Everett’s reputation, we leaned into its history. Early pioneers settled the area, and that story became the foundation for a bold, adventurous brand. To introduce the property, we created a branded travel-journal style brochure—part editorial, part artifact—drawing inspiration from LIFE and National Geographic. The piece celebrated discovery, adventure, and possibility. It earned a Hatch Merit Award for Company Literature.
Web Design
The website carried the same editorial energy into digital. Modeled after immersive storytelling platforms like National Geographic’s “A Bear’s Eye View of Yosemite,” we designed a narrative-driven site that guided users through The Pioneer’s spaces as if they were flipping through an illustrated field journal. This interactive storytelling approach not only highlighted amenities but turned exploration itself into the experience. The site went on to win a Hatch Award for Digital Design.
Impact
The Pioneer brand transformed Everett’s perception—from overlooked to aspirational. By tapping into the area’s roots and reframing them as a strength, we helped Post Road attract renters who might never have considered Everett before. It showed how the right story, told with conviction, can reposition a place as much as a product.
