new center

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research
strategy
brand architecture
messaging
visual identity
implementation

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Clarifying a unique institutional visionThe New Center for Arts and Culture is a one-of-a-kind cultural institution in Boston that explores the themes and spirit of Jewish culture through innovative programming, performances, and conversations. Faced with low name recognition and a daunting capital campaign goal, Minelli was hired to create internal alignment around the mission of the organization and to clarify the New Center’s unique vision to external audiences.By focusing on the intersection of Jewish culture with Boston’s reputation as an intellectually dynamic city, we created a foundation for the organization to develop new encounters with art, ideas and cultures that succeeded in connecting audiences to the richness of Jewish culture.

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