Case Study: The Newbury Line achieves a cohesive luxury brand identity and launch with inSegment

The Newbury Line - Customer Case Study

The Newbury Line is a portfolio of 28 mixed‑use properties along Boston’s Newbury Street that Urban Meritage, LLC assembled to be marketed as a single, high‑profile brand. To attract retail and office tenants, consumers and investors while reflecting the street’s historic and fashionable character, The Newbury Line engaged inSegment to create a full brand identity, including naming, messaging, logo, collateral and a website.

inSegment led naming workshops and street‑level surveys, landed on The Newbury Line — “The World Collected,” and delivered a complete brand system: logo, business and marketing collateral, on‑property signage, advertising assets and a launched website. The new identity was unanimously approved and rolled out across all materials to present a cohesive luxury image that unified the portfolio’s marketing; the case study reports qualitative success in positioning and tenant/consumer appeal, though it does not provide numeric metrics.

The Newbury Line