Karen Salam

POST ALLSTON

Client:

Eden Properties

About:

Post Allston is a residential development in Boston, MA, designed for young professionals in a transitional phase—whether starting a career, relocating, or simply seeking something new. The brand identity reflects this sense of individuality and movement, capturing a refined but expressive tone inspired by high-end editorial design.

A sleek, minimalist wordmark anchors the visual language, with the letter “O” reimagined as a flexible viewfinder. This dynamic element expands, contracts, and adapts to different compositions, creating a recognizable and versatile signature across applications.

The color palette, made of rich purples and grays, balances boldness and subtlety. It conveys sophistication without feeling sterile, offering both warmth and edge.

Made in conjunction with Proverb Agency

Challenge

The client wanted a visual identity that felt stylish and artistic, appealing to a younger creative audience—without feeling grungy or overly casual. The tone had to strike a balance between edgy and elevated, capturing individuality while still feeling polished and high-end.

Solution

Inspired by elements from magazines and editorials, I leaned into the concept of photography and framing. That led to the use of a viewfinder as a starting point, which informed the design of the “O” in “Post.” This became a flexible brand element that could expand and contract based on application, giving the identity both edge and versatility. It also served as a unique graphic tool for collateral like social media, reinforcing the brand’s curated, stylish feel.

Challenge

Solution

Services Provided

• Logo Design • Brand Identity • Out of Home • Concepting • Stationary • Social Media Assets

Services Provided

• Logo Design • Brand Identity • Out of Home • Concepting • Stationary • Social Media Assets

Logo Design