Opened in 1965, 100 Cambridge Street was initially named the Leverett Saltonstall Building in honor of the former U.S. Senator and 55th Governor of the Commonwealth. It primarily served state and governmental tenants, prompting Intercontinental to usher in a new era in the building's over 50-year-old history through a modern persona.
Thus, SMMA's integrated team of marketing, interiors, and graphic design professionals approached the building as a holistic brand. The team created a series of identity concepts that best encapsulated the personality that the building sought to convey, eventually basing their final solutions around three words: impact, nexus, and culture. This birthed a new brand, transitioning 100 Cambridge Street’s conservative likeness into a contemporary workplace referred to as ‘100C.’