Branding the Back Bay Association
We recently completed a branding project for the Back Bay Association, a Boston nonprofit representing one of the city’s most established and architecturally significant neighborhoods.
As the organization began exploring a transition to a Business Improvement District (BID), it became clear that its existing identity no longer reflected the scope of its evolving role. The Association needed a contemporary brand system—one that could support a broader civic mission, increase public visibility, and signal momentum during a period of change.
We set out to create a clear, modern visual identity that could grow alongside the organization. Designed to scale as the Back Bay Association moves toward a BID structure, the new branding strengthens visibility, unifies communications, and reinforces credibility across advocacy, programming, and public engagement. At the same time, it respects the historic character of the Back Bay while clearly signaling progress, collaboration, and shared investment in the neighborhood’s future.
The identity system itself is flexible and purpose-driven. Modular forms, confident color, and clear typography replace a more traditional association look, creating a visual language that feels accessible, contemporary, and ready for action. We designed the system to work seamlessly across advocacy initiatives, events, signage, and neighborhood programming—maintaining clarity and consistency at every scale.
At its core, the new identity reflects an organization grounded in stewardship and oriented toward impact. It’s a brand built to support leadership, engagement, and long-term investment in one of Boston’s most iconic neighborhoods.
View the Back Bay Association case study