The next chapter, 40+ years in the making

For more than four decades, Kensington Investment Company has been building for the long term. Over the last several years, that work entered a particularly transformative period, shaped by a new generation of leadership, major development projects, expanded investments and continued evolution across the organization.

As Charlotte Lewis reflected during the brand process, “the last six years have been extremely transformative as a company.” At a certain point, it became clear that Kensington’s external presence no longer reflected the company it had become.

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Starting with strategy

The process began in collaboration with Olivia Ives-Flores, Founder of STUDIO FLO, through a series of interactive brand strategy workshops with Kensington leadership.

Together, the team stepped back from the day-to-day to look at Kensington as a whole: its history, businesses, values, people, ambitions and the principles that have guided the company since 1983.

The deeper the team went, the broader the story became. Real estate had long been Kensington’s most visible business, but the process surfaced important parts of the organization that had not received the same prominence, including its investment portfolio, sustainability commitments, philanthropic work and Grand Circle Corporation.

Camila Pirete, Director of Boston Leasing & Marketing, noted that the new brand needed to communicate “every single part of this company” and better reflect the commitment behind the work.

Across those different parts of Kensington, one idea consistently connected the work: excellence. Not simply as an aspiration, but as a standard for how Kensington develops, invests, serves, leads and thinks about the long term.

That became the strategic foundation: Building with Excellence Since 1983, supported by Where long-term vision becomes lived experience.

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From strategy to identity

With the strategy established, the work moved into identity and creative direction.

One of the breakthrough exercises was to stop thinking about Kensington only as a company and begin thinking about the brand as a person. What did Kensington value? What did it notice? What kind of character and sophistication should someone feel when encountering it?

There was also a clear ambition to elevate the overall aesthetic and move beyond the expected visual language of real estate development, investment and venture firms.

That felt true to Kensington itself. The company invests in design, long-term value, quality materials and considered environments. The brand needed to demonstrate that same level of intention rather than follow the status quo.

The result is a visual identity that feels elevated, editorial and distinctive, while remaining grounded in Kensington’s history and values.

Charlotte described the previous visual expression as feeling more “flat,” while the new direction brought “more gravitas” and better reflected Kensington as a “living, breathing organization.”

STUDIO FLO led the strategy, positioning, messaging and creative direction, working in collaboration with designer Yevgeniya Davarashvili of ONE6CREATIVE across the identity, development. and digital experience.

Photography also became an important part of the evolution, with Boston based photographer, Eric Levin helping bring the new visual direction to life. The imagery shifted from simply documenting properties to capturing the experience of them: the light, materials, views, people and moments that give the spaces their character.

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Bringing the full story together

The website became the place where the full Kensington story could finally live together.

Real Estate Development, Operational Investments, Grand Circle Corporation and Impact Initiatives now have distinct spaces within one connected digital experience, alongside Kensington’s people, history, values, sustainability commitments and culture.

For the team, this represented an important shift. Grand Circle had rarely been incorporated into the Kensington story before, while the investment portfolio and impact work had also received limited visibility.

Charlotte described the outcome simply: “It’s really reflecting us now.”

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Built for what’s next

The evolved Kensington brand is not a departure from the past. It is built on more than 40 years of experience, service, relationships, impact and a belief in the long term.

The next chapter, 40+ years in the making.

Built on experience. Built with excellence. Built for what’s next.

As Edward Lewis reflected during the process, “Now is not a time to be humble.”

Today, Kensington is proud to introduce a brand and digital experience that more fully reflect where the company has been, who it is today and what comes next.

Kensington Investment Company
Building with Excellence Since 1983.

Brand strategy, positioning, creative direction by STUDIO FLO.
Digital design and development in collaboration with Yevgeniya Davarashvili of ONE6CREATIVE.
Photography by Eric Levin.

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