Fort Point residents, businesses and property owners are backing a branding campaign that celebrates the historic South Boston neighborhood's waterfront location, industrial warehouse buildings, artists and growing number of companies and hot restaurants.
The first step calls for a five-year, $50,000 streetlight banner initiative highlighting Fort Point, which encompasses about 55 acres in the broader South Boston Seaport District area that's taken on the city-coined Innovation District name in recent years.
The goal is to give Fort Point a "sense of place," said Rachel Borgatti, executive director of the Friends of Fort Point Channel.
The branding is intended to reflect Fort Point as those who live and work there see it — a thriving neighborhood with artists, restaurants, businesses, industry and amazing architecture, said Gabrielle Schaffner, a 25-plus-year Fort Point ceramic artist.
"There was time when you said you lived in Fort Point, and nobody knew where you were," she said. "The Innovation District is not just Fort Point. That's something that came about without input from Fort Point — that was just decided by the mayor's office ... or the (Boston Redevelopment Authority)."
The Boston Wharf Co. developed Fort Point starting in the 1830s. It has the city's "largest, most cohesive and most significant" collection of late-19th and early-20th century industrial loft buildings, according to the city's Fort Point Channel Landmark District Commission. Artists began moving there in the 1970s, and it's recognized as one of New England's largest artist communities.
Fort Point's Stoltze Design was selected from 14 companies to design the banners. "We want to project the fact that (Fort Point) has these historic buildings, a sense of history and a lot of culture, but also it's a very contemporary area and has a lot of innovative things happening," said founder Clif Stoltze, who's lived in Fort Point for more than 30 years.
The banners include plays on phrases that include the word "point." "Point After" banners with a wine glass and bottle signify after-work options such as restaurants and nightlife spots in the neighborhood, while "Point of View" banners with an easel refer to the artist community. "Point of Purchase" banners are a nod to growing retail options.
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