When Nordblom Company wanted to rebrand the former Boston Globe property, KHJ went bold…and made headlines.
Nordblom Company had an ambitious plan: transform the former home of the Boston Globe into a massive, dream workspace for innovators, entrepreneurs, and advanced technology companies.
The development is bold, and KHJ wanted to create a brand that captured that boldness. The Beat is a clear departure from the traditional office building name. It pays homage to the property’s past while setting the right tone for the future. And it promises: here is where you can tap into the pulse of innovation.
“The brand mirrors the look and feel of our target tenants– not other office developments.”
With our logo, the brand stands out from the sea of sameness that permeates the commercial real estate industry – we knew the brand had to reflect the hip, entrepreneurial spirit of tenants today. The Beat was a hit with influential neighborhood groups and brokers—a crucial first step. And it invites potential tenants to get in sync with where innovation is going.