The Client

The Watson is a “Class A,” affordable apartment community located in Quincy, Massachusetts. Named for Thomas A. Watson, an assistant to Alexander Graham Bell and, most notably, the recipient of the first phone call, it has a proud namesake to live up to and an entrepreneurial spirit to feed. Watson was also the founder of the Fore River Ship and Engine Building Company which is located across the street from the new luxury living community.

The Sticky Wicket

Much like its namesake, the newly-constructed apartment buildings are more than a location to hang a hat. The Watson offers open spaces for big ideas, nooks for creative contemplation and an overarching spirit for invention; or for some re-invention. Taking into account Thomas Augustus Watson and the history of the community as the location of the Fore River Shipyard’s administrative offices, the new brand must tell a story that weaves historical touches with future accomplishments, showing that entrepreneurism isn’t a new concept—it’s something that has driven the area for decades and will continue to for decades to come.

The Awesome Sauce

  • Through the creation of a logo mark, patterns, signage and a brochure, The Watson’s voice and image began to take shape as a high-value product that blends affordable living with modern aesthetic for an inspiring live/play experience.
  • The ship wheel icon pays homage to the land and its humble beginnings in 1882 when Thomas A. Watson purchased a farm alongside the Fore River in East Braintree, Massachusetts.