Heritage Reimagined, Pride Renewed
The New New England
Regional Brand Identity
The New New England creates a visual identity that reflects the six states of the region of New England, celebrating the pride of being from this historically rich area.
Scope
+ Concept Development
+ Creative Strategy
+ Art Direction
+ Brand Identity
+ Copywriting
+ Advertising
+ UX/UI
+ Event Design
Question
Why does New England, despite its significant role in American history, lack a cohesive visual identity that reflects its importance?
Insight
New England pride isn’t one note. It’s a mix of loud, opinionated energy and deep, generational loyalty. People from New England can be bold and brutally honest, but also sentimental and traditional. That contrast is what makes the culture so magnetic.
Solution
The New New England reimagines the region’s visual identity. Blending modern design with traditional roots gives New England a prominent and contemporary presence that honors the loud, loyal, and lasting pride of being from there.
Proud To Be NE is an event designed to reintroduce New England to itself and the world. By highlighting local flavor, regional pride, and a strong sense of place, it frames New England as a way of life worth repping. Hosted in Boston Common, the pop-up features six unique activations that celebrate the spirit of the region.
Brand Activation Experience
