Brand Strategy & Branding

Working closely with Beverly Main Streets, the managing entity, and a branding committee, we conducted a Deep Dive to understand not only the goals of the project but the audiences and their desires. From our conversations, it became clear the district needed a strong visual anchor that could be used to not only define its footprint but also the many activities they sponsored throughout the year. We also heard they wanted a logo that was dynamic, future-focused and creative if not whimsical. How fun is that?

We then designed and presented sketches that visualized several themes around what makes Beverly and the cultural district unique. We leaned into both the location and the arts using a paint palette as the anchor for a range of symbols ranging from a paint splatter to a GPS pin. All the iconography drew heavily upon both first nation symbolism and folk art. We then locked up the icon with typography that showed the full name of the organization. Two distinct fonts both separated and related the cultural district with Beverly. After several rounds of revisions, we colorized the logo using a more modern interpretation of the Beverly Main Streets’ color palette. The final branding includes a horizontal and vertical version of the logo as well as an icon and badge for use as vinyls, temporary tattoos, as well as on social media and signage.

We’re delighted to see the new branding is building greater awareness and understanding for the Beverly Cultural District, creating buzz for the activities and businesses it supports and encouraging people of all ages and interests to connect in Beverly!