Once a 7-lane elevated highway, the Greenway was born after the Big Dig, but its brand wasn’t living up to the exciting plans they had in store for the city. One key issue they faced was having someone know they were even on the Greenway in the first place with it’s many parcels divided by roads. The new logo brings the shape of the Greenway, a green thread through the waterfront, directly into the logotype in a bold and confident way. The website had to be wrangled from a monster of disorganized content organically grown over years to a clear and clean hierarchy focused on fundraising and fun.