Client: The Greenway

What we did: What we did: Message strategy, creative concept, naming, logo, website, radio, video

Turning a passthrough into the place to be

After the Big Dig reconnected Boston’s disparate neighborhoods, the Greenway was ready to open. But in a city known for iconic, historic parks, it struggled to establish an identity of its own and was used chiefly as a passthrough to the North End. We jumped at the chance to contribute to our city and agreed to offer our marketing expertise pro-bono.

We started by coming up with a message strategy that would set The Greenway apart: Boston’s least historic park. We brought it to life with a bold, contemporary new logo and brand platform, “Make today an adventure,” complete with an interactive online “adventure generator” for visitors. The brand reflects the park’s commitment to becoming the most surprising and dynamic destination in Boston.

Our insights and creativity helped to promote groundbreaking public art exhibits by internationally acclaimed artists such as Janet Echelman and Ai Wei-Wei. We also named and launched Momentum, an innovative series of modern dances performed throughout The Greenway. These efforts have succeeded in raising awareness, changing perceptions, and drawing crowds to the city’s hippest new park.

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