rose fitzgerald kennedy greenway conservancy


visual identity
integrated campaign

Raising awareness and support for Boston’s most important civic initiative
The Rose Fitzgerald Kennedy Greenway is considered Boston’s most significant new civic initiative in the last hundred years. As the newly appointed guardians, the Greenway Conservancy chose Minelli to deliver a brand strategy and positioning that would define the promise of the Greenway. Today, the Conservancy is no longer seen as just the group in charge of park maintenance but as a vital community-focused organization looking to improve lives and re-knit the city. Since opening in 2007, the Greenway has become a dynamic destination as diverse as Boston.