Tucked between trailheads and commuter lines, The Asher brings a new kind of living to Ashland, Massachusetts—where the energy of MetroWest meets the ease of a neighborhood retreat.
Baystone Development brought us in early to craft a full brand identity for their newest four-story, mixed-use multifamily community—one that feels both elevated and effortlessly welcoming.
We started with a name that nods subtly to the town itself, then defined the brand’s positioning and personality—modern classic with a warm, approachable edge. From there, we created a visual identity system built around clean lines, inviting tones, and a design sensibility that reflects the balance of vibrancy and calm found in both the building and its surroundings. We also developed an anchor tagline, “Because Where, Matters,” and a flexible set of headlines such as, Thrive Here, that invite future residents to embrace not just the location, but the present moment.
The Asher is more than just a new address—it’s a thoughtful brand experience rooted in a deep sense of place. From strategy to signage, we helped shape a community that’s ready to welcome residents home to everything that matters.
