Case Study: Northland creates a vibrant mixed-use neighborhood in Newton with Streetsense

Northland shapes Pattern District with Streetsense’s holistic brand and public realm strategy

Northland, a real estate development company, engaged the design firm Streetsense to guide the vision for its flagship mixed-use neighborhood, Pattern District, in Newton, Massachusetts. The challenge was to create a cohesive brand and public space vision for this new community centered around a historic mill site, clarifying the purpose of each zone and reviving a "Main Street spirit."

Streetsense developed an integrated brand and public realm design, which included crafting the master brand, six residential sub-brands, and design guidelines for public spaces and retail storefronts. The solution prioritized walkability, local storytelling, and flexible, multigenerational spaces. The results included a clarified vision that differentiated previously undifferentiated open spaces, a comprehensive interpretive signage program, and branded collateral that extended to an offering memorandum. Streetsense's holistic strategy ultimately informed the development of the entire community's individual building brands and site-wide wayfinding.

Northland