Rebranding a 90 Year-old Organization


In the fall of 2011, the Back Bay Association was looking to transform its brand.  A dated website, fragmented communication channels, and the absence of an articulate value proposition was inhibiting the neighborhood association from conveying the benefit it offers the Back Bay.  I joined the BBA that October with the mission of rebranding this 90 year-old organization, and with the help of the first ever course with renowned brand artisan Mike Troiano, we nailed it. more →