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The Rose Fitzgerald Kennedy Greenway, a mile-long ribbon of parks and green space, is considered Boston’s most significant new civic initiative in the last hundred years. The Greenway brings urban boulevards built on a pedestrian scale to Boston’s dense, old downtown neighborhoods. The Greenway Conservancy, a private, nonprofit corporation formed to manage operations of the parks as well as finance and develop public events and programs, hired Minelli, Inc. to create a brand strategy and visual identity to better support the Conservancy’s fundraising, outreach and marketing goals.
During the research phase of this engagement, it became clear that defining the promise of the Greenway would not be sufficient to define the role of the Conservancy, as originally thought. Challenges around the intent and design of the physical parks were found to be vastly different than those of a Conservancy looking to establish itself as the sole steward of the Greenway and an institution worthy of significant financial support. The first step towards transforming a competent organization into one truly capable of connecting with the communities they serve and the partners they need was to find the most direct channels for communication. Do we speak to our audiences as the Greenway or as the Conservancy?
Recognizing that the Greenway is Boston’s unique opportunity to physically and spiritually reconnect many communities and create positive change in the revitalized heart of the city, the Conservancy also desires to be an inclusive leader fostering a sense of ownership and pride in the Greenway and Boston. Determining that visibly linking the Greenway and Conservancy was important when connecting with funders and other supporting partners, but not necessary in order to engage public use and ownership of the Greenway. Minelli responded by creating separate strategic solutions for the two entities. Solutions that work seamlessly together and in full support of each other.
Today, the Rose Fitzgerald Kennedy Greenway 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. In addition, the Conservancy reached its goal of raising $20 million by the end of 2007 with support from businesses, organizations, foundations, and individuals.