Country Base: USA
Industry/Sector/Keywords: Professional Associations, Nonprofits, Architecture, Design, Boston
Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting

The Boston Society of Architects (BSA) is the oldest, largest, and most robust chapter of the American Institute of Architects. In addition to fulfilling its role as a member organization, the BSA also publishes ArchitectureBoston magazine, hosts ABX (the northeast’s leading industry trade show), and manages a foundation.


With their move to a new headquarters in Boston’s rapidly developing waterfront, the BSA became one of the few chapters to manage a large public exhibition space dedicated to the built environment. This space provides exciting new opportunities to engage a broader public. However, this initiative also increased demands on the organization to build brand visibility. Due in part to the organic nature of their growth, the BSA was weighted with multiple disjointed identities and separate websites.


An iconic “A,” the visual pivot and anchor, binds the visual identity for the five operating units. The ultimate goal is to own the visual mark that stands for all things architecture. It was critical to develop a forward looking system with a unified brand architecture that would allow for all audiences to understand the full breadth and impact of their work.


Bringing these units together under a unified web presence has allowed multiple points of entry while supporting clear cues to the overall brand. Results have been impressive. Key metrics tracked dramatic increases in attendance, membership, and fundraising.


Client: Boston Society of Architects –
Communications Director: Pamela de Oliveira Smith

Brand Strategists/Designers: Minelli –

Creative Director: Mark Minelli
Kate Davis
Michael Estabrook
Ben Wallace

Photo credits:
A on blue background: Meg Elkinton
ABX, right image: Ben Gebo