The Direction of the Future
If you tuned in last week, you’re up to speed on the three directions we were considering for the BRA’s new organizational identity and brand. We’ve nixed one, and carefully considered the pros and cons of the remaining two. Ultimately, we saw real promise in a new direction that married a human focus (Direction 1, pictured on right) with Boston’s problem-solving spirit (Direction 2, pictured on left). The images below are mood boards used to convey how these brand directions may look, feel, and ultimately come to life.
The following elements will form the backbone of a new identity for the BRA: