Leading Branding Firm Helps With Pro Bono Work for Boston Museum, the MBTA & Students at Umana Barnes Middle School Academy
Watertown, MA. July 30, 2008 –- Corey McPherson Nash (CMN) a leading national branding and design firm based in Watertown, Massachusetts, announced today that it had contributed, pro bono, to the design of the project ON TRACK WITH BOSTON HISTORY; a public service campaign for Boston’s MBTA. The campaign was unveiled in a press event featuring State transportation Secretary Bernard Cohen and MBTA General Manager Daniel Grabauskus that drew local coverage from Boston’s ABC television affiliate television and community newspapers.
The unusual public service campaign features subway cards created by 30 eighth grade students at Umana Barnes Middle School Academy, located in East Boston. Every card contains little known facts about the history both at and surrounding the MBTA Blue Line stations. Most of the Umana students are Latino students who had little knowledge of the local history of Boston. As part of the project, the students rode the subway, known as the “T,” throughout Downtown and East Boston as a means of discovering the city’s past history in order to “find links to their own future.”
“Long before the term ‘branding’ became popular, Corey McPherson Nash believed that to effectively compete and become a great company, you need great brand strategy” said Michael McPherson, Partner and Creative Director. “CMN believed then – and we know now -- that corporate identities must to be shaped and cultivated in the same way that consumer products are brought to market.”
The purpose of the public service campaign is to help MBTA passengers understand both the physical and economic transformation that Boston has gone through over the years, including its neighborhoods and downtown. The hopes are that the campaign will become a project that these students will never forget, along with being a useful instrument to encourage greater public exploration of Boston, while giving residents, both old and new, a deeper appreciation of the city everyone loves.
CMN partner Andrea Naddaff commented; “It is a joy and pleasure to participate in such a great project. Not only does the ON TRACK literacy campaign teach the children a great deal of history about the city of Boston, but it also educates the public about Boston’s very cultured history as well. Corey McPherson Nash truly believes this project will create a wonderful awareness on the culture and historic resources Boston provides.”
CMN Designer and East Boston resident, Daeun Jeong added, “We had a very specific design challenge. We wanted to create a uniform, striking look for the campaign but we did not want to make it look too polished. It was important that the drawings looked like they were done by kids. So we made the decision not to use any design software but to hand draw the lettering. The feedback we’ve received is that people found the effect to be striking.”
The Umana Barnes Middle School Academy is located at 312 Border St, in East Boston, Massachusetts.
The Boston Museum is set to open in 2012 in a prime downtown location adjacent to Quincy Marketplace, one of the nation’s leading tourist attractions visited by 19 million residents and visitors each year. The museum will act as a gateway to the region’s extraordinary historic sites and cultural institutions.