Anchor Line Partners | Waltham, MA
The Check is in the Mail
LLM Design helped Anchor Line Partners transform what had been a dark, cavernous warehouse into a light-filled, airy space that supports creativity and innovation. Our team rebranded the property as POST and repositioned it into an office environment that’s like nothing else on the east coast.
Insights
Branding, Positioning, Interactive Brochure, Website, Pitch, Marketing Film, Photography, Renderings, Signage, Scrims, Event Planning.
POST, formerly 200 Smith Street, was a postal sort facility for many years before its conversion to a Suburban Class A office space. Anchor Line Partners created an environment that was modeled from the most successful tech campuses on the west coast. It was our job to make sure that the marketing campaign reinforced this design concept to attract the right kind of pioneering tenants. POST was 90% leased before completion.
The building entry light columns feature a series of zip codes that give a nod to the property’s history as a postal warehouse. We also wanted to underscore that POST is a campus intentionally designed for interaction and innovation and so only used zip codes of cities with prominent tech, software, and engineering industries.
Anchor Line Partners, Northwood Investors, TiltPixel, Boston Building Wraps
Branding
The goal of the brand was to give a nod to the property’s postal heritage, without being perceived as dated or kitschy. The mark combines a more modern typeface with the postal stamped aesthetic to create a textured contemporary feel.
Project Teaser Film
The ideal POST tenants are creative, free-spirit types, and so we created an emotion piece to give them a feel for what this new place would be–and why they had to be there. We didn’t muddy the message with facts and figures; instead it’s fast-paced fun and excitement all the way.
Signage and Wayfiniding
Signage design was an extension of the brand and the building architecture. We used materials from the building to reinforce the identity, like the wood paneled signs with raw metal.
