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Boston Garden Society

Brand Strategy, Branding, Environmental Graphic Design, Naming

Boston’s Newest, Oldest Sports & Social Club

The rebranding of the TD Garden Premium Club to the Boston Garden Society comes with the redefinition of the Premium Experience and its ‘Club Confusion.’ A newly built grand entrance through the HUB on Causeway invites you to luxury elevators your new expressway to new amenities, sports lounges, premium service and seating. The new brand pays homage to the history of the original Garden built in 1928, that saw over 17 Celtics championships on the parquet and 6 Bruin Stanley Cups on the ice, truly a ‘City of Champions.’

“We are LOVING the Boston Garden Society branding and signage. What an impact and impression. Kudos!”

– Jen Compton, VP of Innovation & Brand, TD Garden

Made With Korn Design
Creative Direction Denise Korn
Naming Direction Molly Salatich
Architect Gensler
Logo Animation TD Garden Brand Team