Boston Planning & Development Agency : Brand Strategy & Organizational Redesign

The BRA needed a new brand and help changing their organization. The rebranding effort and organizational reform were clearly two sides of the same coin, and we were thrilled to work on both.

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Challenge

With a new mayor for the first time in 20 years, the City of Boston sought to reform a storied city agency, the Boston Redevelopment Authority (BRA). After working with two consulting firms to improve operations, the BRA still needed help—and, in March 2016, put out a request for proposal to find it. They sought to establish an identity that reflected “the organizational reforms underway,” inspired “greater trust and confidence from the people serve[d],” introduced “new ways for the community to meaningfully engage in planning and development review processes,” and better explained “sensitive decisions to the public.” A serious, worthwhile, and complicated challenge.

Continuum won the RFP, and immediately got to work. From the beginning, we knew we had to design both with and for a diverse group including staff, members of the Mayor’s cabinet, and a heterogeneous collection of stakeholders, from citizen activists to those unaware that the BRA existed, to architects and developers, to neighborhood organizations and City Council members. The BRA needed a new brand and help changing their organization. The rebranding effort and organizational reform were clearly two sides of the same coin, and we were thrilled to work on both.

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Research & Insights

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Solution

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Results