The Fenway Alliance turned to the planning practice at Shepley Bulfinch as it sought to develop a regional strategic plan. When “identity” was unearthed as one of the key strategic themes the planning practice brought in my in-house graphics group to help design a visual identity and branded materials which were used by the Alliance to further develop and strengthen the Fenway urban and regional identity.

Through a series of community-based design charities the focus of the Alliance’s efforts were further refined and defined. The final Fenway logotype appropriates letterforms from the neighboring institutions the Alliance represents and shades of green from local landmarks—along with the verdigris copper frequently seen in the area’s architecture. The new identity helped position the Fenway Alliance for regional identity initiatives— and helping it to achieve an official designation as a Massachusetts Cultural District.

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