01908

Nahant, Massachusetts is a tiny coastal town north of Boston with a unique geography. It’s an island connected to the mainland by a narrow, 1.5-mile causeway. A group of its residents formed a non-profit organization with a singular goal. Named for the town’s zip code, 01908’s mission was simply to strengthen community and have fun.

Mary Jo was tasked to create a brand identity that could be applied to limited edition apparel, printed materials and digital platforms. As a nod to the town’s seafaring roots, she created a graphic lobster mark, displaying the town’s unique shape in its negative space.

Mary Jo also created visual identities for their events. Each had its own theme, and therefore needed its own unique visual identity. The “Grand Pram” involved racing from the beach to an offshore lobster boat in a dinghy. Mary Jo’s brand identity for this event involved reviving the original hand drawn graphic from the first races held in the 1970s. The vintage design was then used for promotional materials and apparel. She and a team of volunteers screen-printed tee shirts by hand in her backyard, staying true to the original way the shirts were produced.

The brand helped encourage people to show pride in their small town, its coastal setting, and the group’s laid-back vibe.

brand identity • event visual identities • print • digital • apparel