Mass Cultural Council

Rebranding Culture in Massachusetts

The Challenge

The arts and cultural sector not only contributes billions to our local economy every year; it is also at the core of who we are – and what we have to offer – as a region. As the principal government agency supporting culture in the state, the Mass Cultural Council is connected to virtually everything that attracts visitors to Massachusetts, from traditional museums to neighborhood cultural districts and community art festivals. But when the Mass Cultural Council commissioned us in 2016 to help them bring clarity and purpose to their identity; after decades of cultural wars, decreased funding for arts education, and general skepticism about public support for an “elite” industry, the Mass Cultural Council had found itself at a crossroad. At the same time, they were beset by a fragmented brand, with multiple initiatives all having their own identities and messaging.

What we did

Working with the executive director and key management, we built a new brand architecture and defined a new bold vision for the Mass Cultural Council that put culture, without apologies, at the center. A new tagline, “Power of Culture” and a fresh visual identity anchored by a contemporary mark became the driving force for a renewed agency that could now step confidently into the limelight and assert its leadership role, both here and across the nation. We also developed a messaging platform to support their vision – storytelling building blocks that they could use internally and share with like-minded institutions. Our strategy culminated in a new website that makes everything the Mass Cultural Council does easily accessible to everyone who cares about the role of arts and culture in our civic life.


The new tagline has become a rallying cry for the organization, especially during a contentious budget process that stands to bring Mass Cultural Council its largest budget since 2002, after years of steady decline. Just as important, the new brand has become the foundation of important initiatives in community organizing and creative youth development.

Services providedBranding, Creative, Social/Cause Marketing, Content, Video & Photography