The goal of this project was to design a new identity system for our home town.
The final system had to be robust and flexible, authentically reflecting the town’s personality and aspirations.

Growing up in Framingham, Massachusetts, there are a lot of things that become noticeable, especially going through the school system. A lot of the people my age, the people I went to school with, didn't really view Framingham in a great light despite the city's constant growth and attraction of new families. I also noticed what the town valued in itself because that was what the school system focused on early on. For example, Framingham's history is taught in elementary school multiple times and everyone seems to go on the same field trip to the Framingham Historical Center. 

Taking my experience and research, I wanted to create a brand system that acknowledged core values like history, art, and education, while also creating an image that felt more modern and reflective of the younger generations growing up in Framingham in order to make them feel included and a part of a city worth improving.

See my process book for the research conducted and evolution of my brand that led to the final system and applications above.