Boston City Hall Plaza

CIVIC OUTDOOR BRANDING FOR BOSTON's CITY HALL PLAZA

The City of Boston wanted to transform the large unused open space at Boston City Hall Plaza into a multi-seasonal destination. TD Garden Development Corporation assisted with updating the infrastructure of the Plaza made it more sustainable and user-friendly year-round. They reached out to Chameleon DG to brand the multi-season plaza, and develop a creative platform for future seasonal activations. During the winter months, City Hall Plaza transforms into a winter wonderland complete with a giant custom-designed outdoor skating path that will circle the area, nearly 11,000 square foot outdoor ice path. Bostonians and visitors alike will be dazzled by the winter activities, holiday shopping at European inspired holiday shopping market, an array of hospitality experiences at the Urban Lodge, The Chocolate Story, and attractions including Santa’s House and Vinopolis, an interactive wine and beer experience. In the warmer-months, The Patios open with a beer garden, electric grills, and food trucks.

CLIENT

TD Garden Development Corporation

LOCATION

Boston, MA

INDUSTRY

Real Estate Development, Entertainment

SERVICES

Brand Identity

Creative Direction

Creative Concepting & Execution

Brand Creative Toolkit

Graphic Design

Environmental Graphics

BRAND ACTIVATION

Part of the civic transition for Boston’s City Hall Plaza in the winter months, includes a zamboni used to clean the skating rink ice. The Boston Garden Development Marketing Team wanted to use this “moving billboard” as another brand activation opportunity. We developed a recognizable Boston graphic that wrapped the whole zamboni, giving something visitors and Bostonians can relate to and enjoy, a green line “T” train.

BRAND CAMPAIGN TOOLKIT

As part of the comprehensive brand platform, we provided a complete creative toolkit for the Boston Garden Development marketing team, so they could successfully execute the necessary advertising applications associated with the campaign. Elements included a series of print ads, social posts, and city billboards leading up to the opening night festivities and beyond.