South Standard:
Placemaking that embraces the mix.
Date2020
LocationBoston, MA
Type#Branding #Naming #Typography #Illustration #Interior #Art Direction #Placemaking
Life in the mix.
There is a thriving scene in South Boston as a growing number of young people flock there for more space to grow, think and live - away from the hustle and bustle of downtown. Beach jogs replace the rat race, and the work-life balance is tipped in favor of life. To live at South Standard is to acquire a mix. A mix of experiences in the day. A mix of friendships, community and cultures. This is expressed by the wordmark, made from two contrasting typefaces that represent the diversity of life possible here.
![](https://cdn.sanity.io/images/td3lx5ig/development/422c7a4857f1236dfce77170bdc9753db9a19b44-3000x2400.jpg?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/112135e536f4b86338d6df107cd9153305d3539b-3000x1688.png?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/1b140de9a6fbb0a8e24692a8881b3970fa5d0288-3000x2400.jpg?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/04a1d68d8ae1b1c5b912de568178b20209a26b8d-3000x2400.jpg?w=2048&q=90&auto=format)
Life at its fullest.
We collaborated with Miguel Porlan to create a set of illustrations that depict what living at South Standard feels like. Where daily experiences feel more charming and even the mundane can bring joy.
![](https://cdn.sanity.io/images/td3lx5ig/development/3dfadeb2a1520210255bddc1da15e58e24857e1d-2400x3000.jpg?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/338e51169b3e5bfc2c99d416c750856b72c4a169-1920x1280.jpg?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/cc48f6c5f7a40336a481199f015be324b2c3b2b7-3000x1688.png?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/5c79bb3d1c3188b68ea501f666282876620a48f0-2400x3000.png?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/e6b92b476eb7143e8ded91db06b17f8289e7d2b4-2400x3000.png?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/e7a826e07cc9f531e60b438a1e18b2447063fdab-2400x3000.png?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/8c14647bc721e093f0f67fea9c0ee6358864c19b-2400x3000.png?w=2048&q=90&auto=format)