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Franklin Cummings Tech

Entering a new chapter in the school’s history, Franklin Cummings Tech wished to create a future-forward brand without diminishing its historic roots.

a new path in education

The technical college needed to better reflect their mission, create noise in a highly competitive space, and shift stigmas surrounding technical programs. We rooted the strategy in the belief that the school provides higher education with lower obstacles.


  • Client

    Benjamin Franklin Institute of Technology

  • Location

    Boston, MA

  • Services

    Brand Guidelines, Brand Messaging, Brand Strategy, Consulting, Interviews, Naming, Primary Research, Signage, Swag, Visual Identity

put your best future forward

The school’s new tagline, “Put Your Best Future Forward,” serves as both an invitation and a promise, illuminating a new pathway not only in education but
in life.

surveying the students

Through surveys and stakeholder interviews, we found that messaging focusing on job outcomes, student care, and affordable, accessible education strongly resonated with students.

a new name for a new day

While the institutional name remains Benjamin Franklin Cummings Institute of Technology, Franklin Cummings Tech is the colloquial shorthand that represents the addition of Cummings and elevates their identity as a historical institution.

where past meets future

The new logo combines past and future elements—
by updating the old logo’s kite into a more modern design, we pay homage to history while also representing a new beginning.

The abstract kite symbolizes our legacy, while the
center represents a bright future. We enhanced the color palette and font selection to add vibrancy and a modern touch.

it made sense to invest in a rebrand to push forward a new, more modern visual identity, to call attention to our new mission and vision

dr, aisha franics, franklin cummings tech president and chief executive

in the press


Boston Business Journal

BFIT had rebranded: Here’s the new name of the Boston technical school

Boston Business Journal

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

The Boston Globe

This marketing agency is helping to rebrand Boston institutions

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