When the city of Boston embarked on its first cultural planning initiative since the 1970s, it approached Minelli to develop the positioning, strategy, and brand identity for this multi-year undertaking. Working closely with a consortium of entities including the Mayor’s office, TDC, the Barr Foundation, and a diverse steering committee of cultural leaders, we developed a powerful framework for the vision of the initiative. We created naming, positioning, and a set of flexible “open source” tools built for the broadest possible use and adoption.
Boston Creates gathered input from over 5,000 people who attended town meetings across the city, orchestrated with city officials, planners, artists, and volunteers. The plan was rolled out over the course of the following year with a series of broad events, arts funding, and innovative programming.