Client

Boston Garden Society

Agency

Korn Design

My Role
  • Strategy
  • Naming
  • Branding
  • Copy Writing
Launch

2018

Project Background

With an expansion underway to the exterior of the TD Garden as well as a renovation the Premium Club levels,the TD Garden came to Korn Design to form a new approach to the strategy, naming, and branding behind their Premium Club Seating. Our task included, evaluating “the premium club” name and explore renaming or updating “the premium club” nomenclature to be reflective of the "future state" of the TD Garden and the planned club upgrades and enhancements. We were given the opportunity to redefine, elevate, celebrate, rebrand the premium club - make it shine again as the TD Garden’s most desirable and exclusive guest experience. We then took this naming strategy and transformed it into a new visual identity system, brand voice, and marketing materials.

It All Matters

The TD Garden wanted to redefine the Premium Club level experience in a way that differentiated itself from all of the other arenas in the world. Very few deviated from including 'Premium" or 'Club' in their names. With consumer research we found that there was a lot of confusion around the offerings within the premium club section and if it was only club seating. Through the strategy process we found an opportunity to reposition the club level beyond naming and fill in gaps where the level of service, access, food and beverage and experience needed to match the price of the membership. With these upgrades and research into the legacy of historic societal clubs in Boston, we came to the final name of "Boston Garden Society".

Boston's Newest Oldest Sports & Social Club

While the updated name reflected on historic societal clubs, we wanted to bring a modern sport influenced twist on the visual identity. The typography is a combination of letterforms that are visually similar to the original 'North Station / Boston Garden' sign from the early 1930's as well as being more angular and geometric to pull from athletic jerseys of the Bruins & the Celtics.The primary logo type is based on a few different geometric forms that relate to the shape of the arena, the ice & parquet floors, and the styles of the countless championship banners both teams have won over the past. To reinforce the concept, we include ‘ESTD 1928' within a few lockups which was the year that the original TD garden was built.

Selected Projects

Boston Garden Society

TD Garden Premium Club, reinvented.

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