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Embrace Boston

A dynamic organization in mid-flight, in a city poised for change, Embrace Boston sought rebranding to mirror their transformative mission.

a new day in boston

Our approach to branding Embrace Boston, formerly King Boston, needed to be intentional and thought-provoking in order to build a network of supporters, activators, and volunteers working toward creating a radically inclusive and equitable Boston.


  • Client

    Embrace Boston

  • Location

    Boston, MA

  • Services

    Brand Guidelines, Brand Messaging, Naming, Primary Research, Signage, Swag

energize change

The name change from King Boston to Embrace Boston highlighted the iconic monument that the nonprofit brought to Boston. Confident, positive, and low-key radical, the name evokes themes of connection and community.

Reimagine what’s possible

Drawing on the form of the Embrace Memorial, Embrace Boston’s signature icon suggests the power of connecting, working together for the better, and bringing love and joy to the fight.

A Declaration of Interdependence

We developed messaging to help carve out Embrace Boston’s niche in the marketplace. 
They are a deeply collaborative, BIPOC-led organization that brings love and joy to the work of transforming Boston.

This moment represents the power of all of us and is part of a vision to create a radically equitable and inclusive Boston by 2030, the city’s 400th birthday

imari paris jeffries, executive director of embrace boston

feeling honored

Our work with Embrace Boston increased awareness and facilitated raising money 
to create The Embrace monument and King Center in Nubian Square.

Shorty Awards

Social Activism

in the press


boston globe

This marketing agency is helping to rebrand Boston institutions

city of boston

The Embrace unveiled in Boston

boston business school

One local firm is behind Embrace Boston and other recent rebranding campaigns

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