Neighborhood Association of the Back Bay
Brand Development & Website Design
Scope of Project
- Content Strategy
- Web Design
- Brand Identity
The Challenge
Neighborhood Association of the Back Bay (NABB) is a nonprofit organization comprised of community volunteers working to preserve and enhance residential life in one of the most desirable, sought-after, and historical neighborhoods in Boston.
But after many decades of organizational success they needed a focused, and forward-thinking brand that reflected the current trajectory of the organization. Their current site did not adequately engage users, the brand felt old and stale, and the events, and committee information was extremely hard to access.
The Solution
We conducted an extensive and collaborative brand strategy process where we dove deep into the target audience and priorities for the new brand and website.
With valuable information and goals in hand, we then created an organized website that promotes and highlights events, encourages membership, and helps users navigate the various options for committees and volunteer opportunities.
Most importantly, we trained staff to be able to easily manage the website on their own so they can keep it current and fresh for years to come.
Redefining the Brand
Your logo is not your brand. We reiterate this during all brand projects. And for NABB the logo was not the issue with their brand. The website, messaging, photography, and other brand assets needed a new energy and new direction.
We did a quick cleanup of the logo then moved on to creating other brand assets. We worked with an architectural illustrator to create a fun, yet architecturally accurate, rendering of the classic Back Bay brownstone homes. We helped curate new photography and create a new color palette.
Logo
Typography
Color
The NAAB color palette balances bold and refined warm and cool tones, creating a welcoming yet impactful presence.
Pattern
Photography
Building a Strategic and Accessible Website
We always design with accessibility at top of mind. But for a community organization this is even more important. All community members have to be able to access the information and resources. We designed a beautiful, strategic, and organized website that also adheres to accessibility standards to ensure the widest reach possible.
