When the city of Boston approached Minelli, it was in the midst of its first comprehensive cultural planning project since the 1970s. This broad-based initiative involved defining the public process for how the city engages audiences, inspiring them to collectively explore the role of creativity in their lives and communities.
Working alongside the city, leading foundations and a cross-section of cultural organizations, Minelli developed the positioning, strategy and brand identity for this multi-year undertaking. We developed a powerful framework for the vision and intent of the initiative, which then inspired a set of flexible and adaptable tools that were used across the city to build awareness of, and engagement with, the planning process. In collaboration with a broad spectrum of city officials, planners, artists and community volunteers, we ensured a consistent and engaging experience across multiple events and activities, beginning in the spring of 2015 and continuing into the next year.