Title: Shannon Fram
Client: Maggiore Co
Behind The Scenes: Working with the Maggiore Company on the branding project for Shannon Farm Woburn was a delightful experience. The Maggiore family purchased the defunct farm, once renowned for its beloved poinsettias and peonies, and sought to transform it into a vibrant community space. The property's glasshouses and the acres of preserved land surrounding it provided a rich foundation for our branding and storytelling efforts.
We named the project 'Trouvaille,' a French word meaning 'a lucky find,' which perfectly encapsulated the essence of this hidden gem. Nestled in a quiet, remote part of Woburn, it offered a serene escape from the city while still being easily accessible to Boston.
I had a lot of fun collaborating with the client to create a robust and colorful marketing toolkit that celebrated the farm's history. Pollination was a key theme, connecting the past and present, so I developed a bee-inspired narrative, naming all the unit plans after different bee species. We incorporated textile designs featuring honeycombs, hops, and flowers into the leasing center and other marketing assets.
With apple trees on the premises, I was inspired to pitch a custom beer flavor called 'Apple Sauce,' exclusively for residents of the community house. Once I dive into a brand, there's no limit to the storytelling. By establishing the big idea and strategy first, everything else falls into place naturally.