Assembly Innovation Park
The New Center of Innovation
Branding A Community Built to Innovate
A fusion of life science and lifestyle, Assembly Innovation Park is the new center for pioneering research and discovery. Three exceptionally crafted LEED Gold lab and office buildings combine with a one-acre public park to form a community connected by creativity, technology, and innovation.
Our work for Assembly Innovation Park focused on branding and activation, creating a brand voice, visual identity, and marketing materials including a creative campaign, website, brochures, presentations, emails, billboards, advertising, and more. A fresh design system also extended to signage and wayfinding, unlocking a new visual experience for workers and visitors on campus.
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A Connective Blend of Life and Science
The icon’s three outer circles represent the three buildings that make up Assembly Innovation Park and its connection to the wider Somerville community. Inspired by cell division and molecular structures, the fluid shapes reflect the innovation and forward momentum of the park’s life sciences focus, with the icon forming an abstract ‘A’ monogram. Our typography is a modern sans serif typeface with mechanical characteristics that feels at home amongst technology and life science companies.
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The Scientific Method
To support the launch of the new brand, we also created a campaign concept that turned the property into its own scientific laboratory. A series of hypotheses, experiments, and discoveries told the story of Assembly Innovation Park and its offerings, amenities, and activations. The clean, minimal presentation—reminiscent of scientific papers and specimen packaging—reinforced the precision and clarity of the brand, giving it a sophisticated, modern dimension in lockstep with the new visual identity.
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DIY Groundbreaking KIT
Our groundbreaking took place during a time when it was restricted for people to come together, so we created a witty and one-of-a-kind commemoration of the kickoff of construction at home. A specimen kit mailed to brokers contains a miniature shovel and actual dirt in a Petri dish to recreate their own groundbreaking moment. Supplementary marketing materials included a file of rendering postcards utilizing our creative concept to begin telling the story of Assembly Innovation Park.
