The digital team for the City of Boston was asked to create a brand to push residents to explore Boston over the summer. In the City's previous rebrand in the 1970's, it adopted Futura Black as its typeface.
The vintage type can still be seen on public works, EMS, and police vehicle all over the city. The typeface has become an icon in Boston but needed some spicing up. Using the retro typeface as inspiration, we created a custom lettering that was used on City Hall Plaza and around the city.

We encouraged people to explore Boston and "see for yourself why it's the perfect stop for your next adventure. Enjoy traveling the historic Freedom Trail, an assortment of free outdoor events, beautiful beaches and more." Adding to the campaign, we encouraged people to share their summer moments on social media.  

Back to Top