Boston Garden Society
PREMIUM CLUB RE-BRAND
The Boston Garden Society (BGS) is the premium experience at TD Garden – redefined. In conjunction with the Legendary Transformation, BGS members experience expanded new amenity spaces, products and service levels while paying homage to the original home of New England’s legendary teams, events and experiences. At its core, it is an acknowledgment of the unique brotherhood of Boston sports fans, and is a commitment to continuous improvement as the leader in the sports and entertainment industry.
As brand guardians and creative partner for the Legendary Transformation campaign, Chameleon DG simultaneously provided design support for the re-imagined premium amenities now known as the Boston Garden Society. We were tasked with generating the appropriate brand positioning statements, a tagline, and a creative platform that clearly defined BGS. Establishing an emotional long-term connection between consumers and the Boston Garden Society brand, long after the transformation campaign completed.
CHANNELS
In-Arena, In-Game, Social Media, Digital Platforms, Social & Digital Advertising
CLIENT
TD Garden
LOCATION
Boston, MA
INDUSTRY
Sports & Entertainment
SERVICES
Brand Strategy
Creative Direction
Copywriting
Creative Concepting & Execution
Advertising
Social Media
Digital
Video Production - Filmimg, Editing, Motion Graphics, Animation, Audio Engineering
STORY THROUGH ANIMATION
The Boston Garden Society logo had to first be deconstructed into its core visual foundation for us to tell the appropriate brand story. The logo animation visually speaks to what members get access to inside the TD Garden gracefully revealing the “Bruins” ice, “Celtics” court, and the live events stage elements.
Coming Soon Teaser
As part of the Boston Garden Society (BGS) creative platform, we produced a teaser video to be utlized for social, digital and within the TD Garden, to showcase a glimpse of the all-new and upgraded amenities BGS members can expect to take advantage of once the Legendary Transformation and re-brand was completed.
TAGLINE
The inspiration behind the tagline gives a subtle nod to storied tradition, revered players and many historical moments, with exclusive access to a community of passionate fans. The unique vintage styling combined with state-of-the-art amenities makes any event a memorable, legendary guest experience.
POWERPOINT PRESENTATION
Part of the creative toolbox we provided the marketing team at the TD Garden included a bold and effective Powerpoint presentation for the Boston Garden Society designed to inform and inspire existing and prospective members about the many amenities and benefits afforded them throughout their membership.
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