The Fenway Alliance turned to Shepley Bulfinch's planning practice as it sought to develop a regional strategic plan and to my graphics group to design a refreshed visual identity.
A handful of themes were developed in a series of community workshops where the focus of the Alliance's efforts were defined. The final Fenway logotype appropriates letterforms from the neighboring institutions it represents and shades of green from local landmarks and the copper frequently seen in the area's architecture. The new identity helped position the Fenway Alliance for forthcoming regional identity initiatives allowing it to achieve an official designation as a Massachusetts Cultural District. An accordion fold mailer, showcasing the new identity was used to announce and promote a series or regional planning workshops.