Boston is in the midst of its first comprehensive Cultural Planning initiative since the 1970s. This broad-based initiative is framing the public process for how the city engages people in defining the role of creativity in their lives and communities.
Minelli was hired to develop the positioning, strategy and brand identity for this multi-year undertaking. Working with the city, leading foundations and a cross-section of cultural organizations, we developed a powerful framework for the vision and intent of the initiative. Using that framework as a foundation, we created a set of flexible and adaptable tools that are being used across the city to build awareness and engagement with the planning process.