The imagery for Boston needed to be perfect and that meant capturing a feeling, an emotion, and an air of provocation. We travelled to South Africa for a photo shoot with a surrealist photographer who captured the powerful images that form the cornerstone of the Boston brand. The desire to defy what was expected demanded a bold visual identity and a brand that was relatable to Boston’s clients. Everything from the imagery to the copy, screams confidence. Boston, their brand and their clients are in on the secret. They “know different”.