Heritage Reimagined, Pride Renewed
The New New England
Regional Brand Identity
The New New England is a visual identity for the six states of New England. 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.
Overview
+ Concept Development
+ Creative Strategy
+ Art Direction
+ Brand Identity
Skills
+ 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?
Primary Insight
New England pride is rooted in a fierce sense of identity. People don’t just live in New England, they belong to it. It’s a pride that’s passed down, worn loud, and carried with grit, humor, and tradition.
Result
The New New England is a reimagined regional brand that creates a bold, contemporary identity for the six states of New England. It positions the region as not just a place to visit, but a culture to celebrate and represent.
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.
